March 25/Press Association Newsfile -- Energy drink maker Red Bull is launching a new product to break into the cola market.

Red Bull Simply Cola, which hits the shelves next month, will see the firm competing in an area that has long been dominated by Coca-Cola.

Coca-Cola is the most valuable grocery brand in the country, worth an estimated £1.164 billion, according to a 2007 report.

However, Red Bull says its drink stands out as the only cola to use both the original kola nut and the coca leaf.

Cola is the U.K.'s favorite soft drink, and as a result the U.K. market is massive.

According to the Soft Drinks Report by Britvic last year, the drink accounts for 21% of all soft drinks sales.

The brains behind the new Red Bull drink is Dietrich Mateschitz, who brought the Red Bull Energy drink to the western market from Southeast Asia in 1984.

According to Red Bull, the packaging and design have sat in his safe for 20 years, waiting for the product to be developed.

Now it will finally reach seven countries, including the UK, where it will be launched in 250ml and 355ml sizes.

Nigel Trood, Red Bull U.K. managing director, said, "This is an incredibly exciting innovation for Red Bull.

"It's taken us years to create a product that we felt was of the highest quality."

From the March 31, 2008, Prepared Foods e-Flash