Jones Soda Co. (JSDA), a leader in the premium soda category known for its unique branding and innovative marketing, today announced details to re-launch its WhoopAss Energy Drink(R). In a move that aims to take the beverage to rough, tough category contender among America's $5.4 billion energy drink industry*, the reworked WhoopAss features all new edgy packaging, functional new ingredients that boost energy and provide muscle recovery, as well as an updated flavor profile and color.
"WhoopAss is a product with major potential, but it was ahead of its time when it launched in 1999, slipped to the backburner for Jones, and unfortunately stayed there without getting the proper attention and marketing backing it deserves," commented Bill Meissner, who took over as Jones CEO in April of this year. "Earlier in my career I played a key role in bringing a number of top selling energy drinks from initial concept to household name. This is my territory — I know the energy drink space, I know what it takes to be successful, and I couldn't wait to get my hands on WhoopAss when I came to Jones. Right now the product only accounts for a small portion of our total sales, and we aim to gain share points in this category and make WhoopAss a major part of Jones' beverage portfolio."
WhoopAss product updates include:
New Look: Replacing the current Japanese-anime inspired packaging, the new WhoopAss comes in a tall, all-black 16-oz. aluminum can featuring a gritty red and grey Iron Cross graphic. A historic symbol that represents strength and courage, the Iron Cross is a popular symbol among the skate, surf and mixed martial arts culture, which are key demographics for WhoopAss. Jones' popular "Little Guy" mascot from the original still carries over and makes a subtle appearance on the back of the new WhoopAss .
New Ingredients: the updated WhoopAss contains the antioxidant power of 2.5 servings of vegetables, and will provide users with an energy boost while also promoting muscle recovery. Key ingredients include:
o Amino Acids including Taurine, L-Arginine, L-Carnitine, L-Lysine, which are protein building blocks crucial to metabolism;
o Polyphenols and Catechins sourced from Yerba Mate, Grape extracts, and Green Tea, which helps in muscle recovery;
o Vitamin Blend of B2, B3, B6 and B12 to supply an energy boost.
New Flavor and Color: the current bright yellow beverage has changed hues to a deep purple color. The flavor itself has gone from tart and sweet to an exotic, subtle fruit flavor with notes of dragon fruit.
The new product will retail for $2.39 per can MSRP. Jones will debut the new WhoopAss(TM) at the National Association of Convenience Stores (NACS) trade show Oct. 5-8 in Atlanta, and it will be readily available on convenience and grocery store shelves this November.
About Jones Soda Co. Headquartered in Seattle, Washington, Jones Soda Co.(R) markets and distributes premium beverages under the Jones Soda, Jones Pure Cane Soda(R), Jones 24C(R), Jones GABA(R), and WhoopAss Energy Drink(R) brands and sells through its distribution network in markets primarily across North America. A leader in the premium soda category, Jones is known for its variety of flavors and innovative labeling technique that incorporates always-changing photos sent in from its consumers. Jones Soda is sold through traditional beverage retailers. For more information, visit www.jonessoda.com or www.myjones.com.