Energy drink offers inventive packaging

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The newly formed Dr Pepper Snapple Group of Plano, Texas, wasted no time rolling out new products. The former Cadbury Schweppes unit introduces Venom, a low-carbohydrate/calorie energy drink “for those wanting to experience thrill-seeking adventures.” It comes in an aluminum bottle, mixing the resealability and multiple use of plastic bottles with the familiarity of cans, which hold most energy drinks.

Available in Black Mamba, Mojave Rattler and Regular, Venom provides the ingredients that consumers look for in their energy drinks, including caffeine, l-carnitine, guarana, ginseng and taurine.

"Venom will accelerate Dr Pepper Snapple's entry into the fast-growing energy drink market by delivering a jolt of energy in new killer packaging," says Charlotte Dimery, director of marketing for Venom. "Its piercing energy that strikes back in a new resealable bottle delivers something new and functional in the competitive energy landscape."

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