Mother (energy drink)
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| Type | Energy drink |
|---|---|
| Manufacturer | Monster Beverage Corporation |
| Country of origin | Australia |
| Introduced | 2006 |
| Variants | Mother Surge, Mother Big Shot, Mother Lemon Bite, Mother Low Carb, Mother V8 Powered, Mother Frosty Berry, Mother Green Storm, Mother Revive |
| Related products | Full Throttle, V, Red Bull, Rockstar, Monster |
Mother is an energy drink marketed to Australians and New Zealanders by Monster Beverage Corporation. Introduced in late 2006 after Coca-Cola's failed attempt to purchase Red Bull, it competes with the two leading energy drinks on the market, V and Red Bull, in the $151 million industry.
In Europe the energy drink Relentless, also sold by Monster, is identical in taste to Mother but has a different colour.
The original formulation contained 106 mg of caffeine, 33 g of sugar, fruit of the Açaí Palm, 68% apple juice, 5% lemon juice, carbonated water, fructose and malt extract and trace quantities of guarana and ginseng, per 250 mL can.
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 aluminium to black and red, the colour 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 alongside 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. In July 2012, a sugarfree version was released (with a silver can instead of the black).
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