June 23, 2025: Thums Up XForce, the latest sensation from the house of India’s iconic billion-dollar homegrown brand, Thums Up, has disrupted the zero-sugar drinks category, bringing the most thunderous experience of consuming a zero-sugar beverage to the young consumers. With over 100,000 pre-bookings before its official release, Thums Up XForce created massive anticipation ahead of launch.

Even after 50 years since its launch, Thums Up continues to bring disruption into the category with innovative launches and marketing strategies. Thums Up XForce is made for those who live by their own rules, the true trailblazers with a G.O.A.T mentality, always striving to outdo themselves. With its unmatched, bold taste and iconic fizz, Thums Up XForce embodies the brand’s signature spirit of “All Thunder,” offering consumers the same Thums Up experience without any sugar or calories.

But XForce isn’t only about what’s inside the can. Sleek, modern, and instantly recognizable, its edgy, youthful design is a bold statement. The packaging captures the essence of Thums Up’s adventurous personality, positioning Thums Up XForce as “Thunder in a Can,” a powerful symbol of the classic Thums Up confidence. It clearly conveys that this is a drink for those who live life at full volume, never settle for less and are always leveling up

Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia, said, “Our strategy with Thums Up XForce is all about responding to changing consumer behaviors, especially the rising demand from young adults for bold, authentic experiences without settling or compromise. By innovating within our homegrown brand, we’re extending Thums Up’s legacy and stepping confidently into the fast-growing zero-sugar category. This consumer-first mindset helps us lead the market with a product that truly connects, while meeting the evolving lifestyle preferences of today’s generation.”

Since debuting in March, it has quickly made its strong presence felt in India’s Diet and Light beverage category.