Mother (energy drink)
Encyclopedia
Mother is an energy drink
marketed to Australia
ns and New Zealand
ers by Coca-Cola
. Mother was introduced in late 2006 to compete with the two leading energy drinks on the market, V
and Red Bull
, which then dominated the $151 million industry and accounted for 94% of sales. Mother remained unaltered on the market for 18 months. Reports emerged in mid-2008 that Coca-Cola had undertaken extensive market research to re-evaluate Mother after it failed to equal or exceed the popularity of V or Red Bull due to most consumers reporting the original formulation to be distasteful. Coca-Cola altered the formulation with respect to taste and addressed consumer dissatisfaction in regards to the ungenerous standard 250 mL can by doubling the size to 500 mL without affect on cost, thus exceeding V and Red Bull which remained 250 mL.
In late 2008, V released a 500ml can of its original product, and a new product called Samedi, in response to the rapidly growing market share held by the reformulated Mother Energy Drink. Recently in 2009, Red Bull released their "XXL" can, a 473mL can to compete with Mother.
Other sizes of Mother have started to appear on the market in 2010, such as a 375ml glass bottle, 300ml can as well as the "surge" and lemon flavour 500 ml variations that are all sharing a similar black livery, as well as a new can featuring an "8 cylinder energy system" with explanation to the "system" above the ingredients list.
In Europe the energy drink Relentless (drink)
, also sold by Coca-Cola is identical in taste to the standard Mother Energy Drink. Besides of different branding it also has a different colour.
, 33 g of sugar
, fruit of the Açaí Palm
, guarana
, ginseng
, 68% apple
juice, 5% lemon
juice, carbonated water
, fructose
and malt extract for each 250 mL can.
to black and red, the color of the drink from yellow to green, along with a A$
3 million marketing campaign.
The primary focus of both the campaign and the new packaging is the reformulated taste of the drink, proclaimed on the packaging as 'New - tastes nothing like the old one!'.
Since then Coca-Cola has launched a 4x500mL Mother take-home pack. Mother Surge was launched in July 2009, an orange flavoured variation with 5% juice and the same mix of Taurine, Caffeine and Guarana. Mother was launched into a 355mL glass bottle in August 2009. And most recently a 'Mother of a mixer' 250mL can was launched for bars/clubs in October 2009 followed by Convenience Stores in April 2010. In 2010 330ml Cans are stocked in some vending machines along side other Coke Brands. In May 2010, a 150mL variety, 'Mother Big Shot' was released, containing "double guarana and taurine... vs Mother regular per 100mL" according to the can. From November 2010, Mother released both a Low Carb and Lemon Bite variety of the drink.
Recently, Coca-Cola launched a new mother Energy drink variant to the market, featuring "Fuel Cap Bottle". This drink is similar to the new mother taste and boasts mothers "8 energy ingredients" as the main push.
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
marketed to Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
ns and New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
ers by Coca-Cola
Coca-Cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
. Mother was introduced in late 2006 to compete with the two leading energy drinks on the market, V
V (drink)
V is an energy drink brand produced by Frucor Beverages Ltd since August 1997. In 2003, in supermarkets and service stations, V had a market share over 60% in New Zealand and 53% in Australia, making it the most popular brand of energy drink in both countries. V is made in New Zealand and...
and Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
, which then dominated the $151 million industry and accounted for 94% of sales. Mother remained unaltered on the market for 18 months. Reports emerged in mid-2008 that Coca-Cola had undertaken extensive market research to re-evaluate Mother after it failed to equal or exceed the popularity of V or Red Bull due to most consumers reporting the original formulation to be distasteful. Coca-Cola altered the formulation with respect to taste and addressed consumer dissatisfaction in regards to the ungenerous standard 250 mL can by doubling the size to 500 mL without affect on cost, thus exceeding V and Red Bull which remained 250 mL.
In late 2008, V released a 500ml can of its original product, and a new product called Samedi, in response to the rapidly growing market share held by the reformulated Mother Energy Drink. Recently in 2009, Red Bull released their "XXL" can, a 473mL can to compete with Mother.
Other sizes of Mother have started to appear on the market in 2010, such as a 375ml glass bottle, 300ml can as well as the "surge" and lemon flavour 500 ml variations that are all sharing a similar black livery, as well as a new can featuring an "8 cylinder energy system" with explanation to the "system" above the ingredients list.
In Europe the energy drink Relentless (drink)
Relentless (drink)
Relentless is the brand name of an energy drink created in February 2006 by The Coca-Cola Company. It has been compared to energy drinks such as Red Bull, and is known for its sweet taste. The drink has also been the subject of court proceedings for breach of trademark by Relentless Records...
, also sold by Coca-Cola is identical in taste to the standard Mother Energy Drink. Besides of different branding it also has a different colour.
Original version
The original formulation contained 106 mg of caffeineCaffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, 33 g of sugar
Sugar
Sugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
, fruit of the Açaí Palm
Açaí Palm
The açaí palm is a species of palm tree in the genus Euterpe cultivated for their fruit and superior hearts of palm. Its name comes from the Portuguese adaptation of the Tupian word ïwasa'i, '[fruit that] cries or expels water'. Global demand for the fruit has expanded rapidly in recent years,...
, guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
, ginseng
Ginseng
Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....
, 68% apple
Apple
The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
juice, 5% lemon
Lemon
The lemon is both a small evergreen tree native to Asia, and the tree's ellipsoidal yellow fruit. The fruit is used for culinary and non-culinary purposes throughout the world – primarily for its juice, though the pulp and rind are also used, mainly in cooking and baking...
juice, carbonated water
Carbonated water
Carbonated water is water into which carbon dioxide gas under pressure has been dissolved, a process that causes the water to become effervescent....
, fructose
Fructose
Fructose, or fruit sugar, is a simple monosaccharide found in many plants. It is one of the three dietary monosaccharides, along with glucose and galactose, that are absorbed directly into the bloodstream during digestion. Fructose was discovered by French chemist Augustin-Pierre Dubrunfaut in 1847...
and malt extract for each 250 mL can.
Reformulation and relaunch
Coca-Cola announced the reformulation and relaunch of Mother in June 2008 after 18 months on the market announcing the new product will be made available from July 1. Changes announced include a new taste ("extensively researched with consumers"), a larger 500 ml can, and a change of packaging colour from aluminiumAluminium
Aluminium or aluminum is a silvery white member of the boron group of chemical elements. It has the symbol Al, and its atomic number is 13. It is not soluble in water under normal circumstances....
to black and red, the color of the drink from yellow to green, along with a A$
Australian dollar
The Australian dollar is the currency of the Commonwealth of Australia, including Christmas Island, Cocos Islands, and Norfolk Island, as well as the independent Pacific Island states of Kiribati, Nauru and Tuvalu...
3 million marketing campaign.
The primary focus of both the campaign and the new packaging is the reformulated taste of the drink, proclaimed on the packaging as 'New - tastes nothing like the old one!'.
Since then Coca-Cola has launched a 4x500mL Mother take-home pack. Mother Surge was launched in July 2009, an orange flavoured variation with 5% juice and the same mix of Taurine, Caffeine and Guarana. Mother was launched into a 355mL glass bottle in August 2009. And most recently a 'Mother of a mixer' 250mL can was launched for bars/clubs in October 2009 followed by Convenience Stores in April 2010. In 2010 330ml Cans are stocked in some vending machines along side other Coke Brands. In May 2010, a 150mL variety, 'Mother Big Shot' was released, containing "double guarana and taurine... vs Mother regular per 100mL" according to the can. From November 2010, Mother released both a Low Carb and Lemon Bite variety of the drink.
Recently, Coca-Cola launched a new mother Energy drink variant to the market, featuring "Fuel Cap Bottle". This drink is similar to the new mother taste and boasts mothers "8 energy ingredients" as the main push.
Nutritional Information (Reformulated)
Average quantities per 500ml Serve- EnergyEnergyIn physics, energy is an indirectly observed quantity. It is often understood as the ability a physical system has to do work on other physical systems...
: 975 kJ (233 cal) - ProteinProteinProteins are biochemical compounds consisting of one or more polypeptides typically folded into a globular or fibrous form, facilitating a biological function. A polypeptide is a single linear polymer chain of amino acids bonded together by peptide bonds between the carboxyl and amino groups of...
: 0 g - FatFatFats consist of a wide group of compounds that are generally soluble in organic solvents and generally insoluble in water. Chemically, fats are triglycerides, triesters of glycerol and any of several fatty acids. Fats may be either solid or liquid at room temperature, depending on their structure...
, total: 0 g- Saturated: 0 g
- Carbohydrates: 52 g
- SugarSugarSugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
s: 52 g
- Sugar
- SodiumSodiumSodium is a chemical element with the symbol Na and atomic number 11. It is a soft, silvery-white, highly reactive metal and is a member of the alkali metals; its only stable isotope is 23Na. It is an abundant element that exists in numerous minerals, most commonly as sodium chloride...
: 260 mg - CaffeineCaffeineCaffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
: 160 mg (GuaranaGuaranaGuarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
extract) - NiacinNiacin"Niacin" redirects here. For the neo-fusion band, see Niacin .Niacin is an organic compound with the formula and, depending on the definition used, one of the forty to eighty essential human nutrients.Niacin is one of five vitamins associated with a pandemic deficiency disease: niacin deficiency...
(B3): 9.0 mg - Pantothenic AcidPantothenic acidPantothenic acid, also called pantothenate or vitamin B5 , is a water-soluble vitamin. For many animals, pantothenic acid is an essential nutrient. Animals require pantothenic acid to synthesize coenzyme-A , as well as to synthesize and metabolize proteins, carbohydrates, and fats.Pantothenic acid...
(B5): 3.3 mg - Vitamin B6: 1.0 mg
- Vitamin B12: 0.5 µg
- Taurine: 2000 mg
- GlucuronolactoneGlucuronolactoneGlucuronolactone is a naturally occurring chemical that is an important structural component of nearly all connective tissues. Glucuronolactone is also found in many plant gums.- Physical and chemical properties :...
: 600 mg - InositolInositolInositol or cyclohexane-1,2,3,4,5,6-hexol is a chemical compound with formula 6126 or 6, a sixfold alcohol of cyclohexane. It exists in nine possible stereoisomers, of which the most prominent form, widely occurring in nature, is cis-1,2,3,5-trans-4,6-cyclohexanehexol, or myo-inositol...
: 60 mg