This is the first time that a product within the growing energy drinks sector has been created around an entertainment property. The drink will be produced in a regular and diet version in a large 440ml can. As a point of difference from other energy drinks, 24-CTU has been developed with a unique citrus taste.

The pan-European deal will see strong retail distribution in the UK, followed by availability across Europe towards the end of the year. Fox will be working closely with Cott to plan joint promotional initiatives to link with 24 brand activity moving forward.

“This deal is the single largest European brand statement so far for Fox and the 24 property and it typifies the licensed merchandise strategy that we are taking with this brand across Europe,” said Carl Lumbard, MD at Fox Licensing and Merchandising Europe. “It is always a priority for us to match our properties carefully with products that complement the nature of the brand. Here we see the all-action, intense nature of the 24 series matched with an energy inducing stimulation drink.

“It was important for is to find the best possible partner and as a leader in the own-label soft drinks market with strong distribution across Europe, Cott was an obvious choice for us.”

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