Date:01/10/2005 URL: http://www.thehindubusinessline.com/2005/10/01/stories/2005100102470801.htm

Back Energy drink `effect'

Our Bureau

NEW DELHI: MBG International Premium Brands, Germany, has rolled out its second largest energy drink in the world `effect' in India in association with SMD International.

The drink comes in a 250 ml can priced at Rs 75 and would be competing with the likes of Red Bull and Gatorade in the market. "With `effect' we will be setting a new milestone on the way to realising our corporate strategy. We will be focusing on growing our core markets — Germany, USA, Eastern Europe and India," said the MBG Group CEO, Mr Andreas W. Herb.

The drink will be sold at retail joints, pubs and clubs.