Urge (drink) explained

Urge
Type:Citrus soda
Manufacturer:The Coca-Cola Company
Distributor:Coca-Cola Norway
Origin:Norway
Introduced:[1]
Color:Carotene E160a
Variants:Surge, Urge Uten Sukker (Diet)
Related:Vault
Website:Urge

Urge is a citrus flavored soft drink produced by Coca-Cola Norway that was first introduced in the country in 1996, and later on was released in Denmark and Sweden.[2] [3] It is the predecessor of the American soft drink Surge, which was introduced in the US in 1997. Urge was discontinued in Denmark and Sweden in 2001.[4] In Norway, Urge sales increased greatly over the years reaching a market share near 10%[5] despite receiving no marketing since its initial launch.

Sizes

Urge was available in Norway in 0.5 L and 1.5 L bottles, and later also in 0.33 L cans, but in Q1 of 1999 the 1.5 L bottles were taken off the market due to unsatisfactory sales. The cans also vanished from the market a few years later, leaving only the 0.5 L bottles.

A massive campaign by the consumers on the internet community Facebook led to the relaunch of the 1.5 L bottle size on 1 September 2008.[6] It has a sugar content of 68 grams per 0.5 L bottle.[7]

In February 2017, due to fan demand, the 0.33 L cans were reintroduced in a multipack of four.[8]

Varieties

Urge Intense

An energy drink variant of Urge. It was launched in 2009 in association with the Facebook group that pressured Coca-Cola to relaunch the 1.5L bottles. Much like with many other energy drinks like Burn and Monster Energy, Urge Intense Triple Rush came in 0.5L cans and has a high caffeine content of 32 mg per 100 mL.

The Urge Intense range was discontinued in 2016.[9]

width=12%Name !Launched Discontinued Notes
Urge Intense Triple Rush20092016The original variety.
Urge Intense Red Sting20102012A Raspberry-flavored variety.
Urge Intense Inferno20122014An orange-flavored variety.[10]
Urge Intense Wild Mango20132016A Mango-flavored variety.[11]

Urge Uten Sukker

In September 2017, a Zero Sugar version was launched known as Urge Uten Sukker, which like its regular counterpart, was made especially for Norway.[12] This sugar-free variant came in orange-tinted bottles, before switching to the clear ones regular Urge uses.

width=12%Name !Launched Discontinued Notes
Urge Uten Sukker2017N/ASugar-free version of Urge.
Urge Chill Guarana20182019A Guarana-flavored variant.[13]
Urge Smooth Mango2020N/AA Mango-flavored variant.[14]
Urge Holiday Flavor Fruity Flavor20212022A Julebrus-flavored variant, sold for the 2021 holiday season.

Nutrient Information

Nutritional facts
Per 100 mL:[15]
Energy238 kJ / 56 kcal
Protein0 g
Carbohydrates13.5 g
Fat0 g

Notes and References

  1. Web site: Coca-Cola faces uphill scramble with Surge intro. Gleason. Mark. 23 December 1996. Advertising Age. 3 December 2014.
  2. Web site: Coca-Cola, in Direct Attack on Pepsi, to Introduce Challenger to Mountain Dew. Collins. Glenn. 16 December 1996. The New York Times. 3 December 2014.
  3. Web site: Coke Surges into Pepsi's Mountainous Dew Territory. Millman. Nancy. 17 December 1996. Chicago Tribune. 3 December 2014.
  4. Web site: Coca-Cola giver comeback til kult-sodavand fra 90'erne. Foght. Thomas. 16 September 2014. Metroexpress. 3 December 2014. da.
  5. Urge focus group held by Coca-Cola Company 30 April 2007
  6. Web site: Magnus (17) overbeviste Coca-Cola. 2 February 2006. 5 January 2009. (Norwegian)
  7. Urge 0.5 L bottle label
  8. Web site: Nyheter fra Coca-Cola, Urge og Monster | Coca-Cola European Partners Norge.
  9. News: Har de sluttet å produsere Urge Intense? - Mat og drikke. Diskusjon.no. 28 November 2017. https://web.archive.org/web/20180801003716/https://www.diskusjon.no/index.php?showtopic=1722147. 1 August 2018. live.
  10. Web site: URGE INTENSE INFERNO I BUTIKK!. 25 May 2012. (Norwegian)
  11. Web site: URGE INTENSE Wild Mango!. 17 July 2014. (Norwegian)
  12. Web site: Coca-Cola fortsetter sin sukkerfrie reise - Lanserer kun nyheter uten sukker | Coca-Cola European Partners Norge.
  13. Web site: Nå kommer sukkerfri Coca-Cola med en helt ny smak.
  14. Web site: Coca-Cola fortsetter å lansere sukkerfrie varianter | Coca-Cola European Partners Norge.
  15. Web site: Urge product page on coca-cola.no. 5 January 2009. The Coca-Cola Company. no. https://web.archive.org/web/20131202231645/http://www.coca-cola.no/nordic-corp/cc/no_NO/pages/products/urge.html. 2 December 2013. dead.