February 27/Las Vegas -- Xyience’s new non-carbonated Xenergy + beverages have rolled out to select retailers. Xenergy + Hydration, Xenergy + Tea and Xenergy + Lemonade are zero-calorie, sugar-free and vitamin fortified drinks that are made with all natural flavors and colors. Xenergy + Hydration contains no caffeine; Tea and Lemonade offer 10mg of caffeine per ounce. The new beverages debut first in the Western and Midwestern states; other states will follow. Average retail pricing for the Xenergy + is $2.29 to $2.79.
Xyience Xenergy launched in 2006 as the first energy drink created by a nutrition company. The official energy drink of the UFC, Xyience has remained focused on its core market: adults leading a healthy, active lifestyle. In 2011, Xyience evaluated its role as an authentic active lifestyle brand, one with a huge following of athletes and fitness enthusiasts, and decided to take the lead on an energy drink category hot-topic.
“In 2011, we modified Xenergy’s packaging to include its caffeine content as well as advising that Xenergy not be mixed with alcohol or used by children under the age of 18, women who are pregnant or nursing or by people who are sensitive to caffeine,” explained John Lennon, Xyience’s president. “Because of our consumer base, this was a natural move for Xyience. We are pleased to see that some of our competitors are now finally taking similar steps to what we have been doing. It will help to strengthen the category as a whole,” added Lennon.
Lennon also noted that the brand prides itself as the energy drink of the health club, not the nightclub. “We earned our place as the fastest growing of the top 10 energy drink brand by delivering on taste and product performance. With our new Xenergy + beverages, combining energy with other beverage formats is a powerful consumer proposition.”
Xenergy + Hydration is a thirst-quenching and energizing non-carbonated beverage designed for use before, during or after a workout. It contains no caffeine, sugar or calories and is offered in two classic flavors, Grape and Tropical Punch. True Hydration provides a powerful combination of electrolytes that restores the body’s fluids and pH levels. It is fortified with a blend of B vitamins that attacks fatigue by breaking down and converting carbohydrates, fat and protein into glucose, which is an energy source.
Xenergy + Tea is a non-carbonated beverage available in two popular flavors, Raspberry Acai and Honey Ginseng, offering lovers of black and green tea savory options. Using only natural flavors and colors, Xenergy + Tea is sugar-free, zero calories and offers the same proven functional ingredients as original Xenergy Energy. Xenergy + Tea offers 10 mg of caffeine per ounce, which is slightly less than Xyience’s Xenergy that has 11.5mg of caffeine per ounce.
Xenergy + Lemonade adds a twist to one of the most classic beverages. Offered in Pineapple and Raspberry, Xyience blends the essence of two sweet fruits that bring balance to the tart nature of lemon. The result is a refreshing energy beverage with 10mg of caffeine per ounce and the same powerful blend of B vitamins and other functional ingredients as original Xenergy Energy. The beverage was designed for revitalizing after a workout or during the workday.
The beverages are packaged in Xenergy’s signature 16oz. silver can that has been modified to better communicate the brand’s core proposition: a sugar-free, zero calorie, vitamin-fortified energy beverage that is made with only natural flavors and colors.
“Our consumer wants to make educated choices about food and beverages. The modifications we implemented allow us to clearly communicate information regarding functional ingredients at first glance,” explained Lennon.