Trend Tracker: Coca-Cola hydrates

Energy drinks have been a dynamic category as products reinvent themselves. Coca-Cola now is emphasizing functionality with the launch of Full Throttle Hydration, a new, non-carbonated energy drink that offers both electrolytes and a unique energy/vitamin blend.

A tropical mix flavor already has rolled in 16-ounce aluminum cans (pictured) throughout the Southeast. The product debuted with an official sponsorship of the 2008 Full Throttle Hydration Kiteboarding tour in Miami, Ft. Lauderdale, Delray Beach, Destin and Daytona, Fla., over the July 4th holiday weekend.