XYIENCE Ups Its Commitment to Reaching Active Lifestyle Consumer Base With More Options to Harness the Power to Win™
LAS VEGAS, NV–(Marketwire – Oct 8, 2012) – XYIENCE offers an exclusive preview of three innovative non-carbonated beverages that combine energy with other beverage formats: hydration, tea and lemonade. New Xenergy + True Hydration, Xenergy + Tea and Xenergy + Lemonade debut at XYIENCE’s booth #5747 at the 2012 NACS Show in Las Vegas, Oct. 8-10. The beverages are packaged in Xenergy’s signature 16-ounce silver can that’s 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.
The new beverages will launch in lead markets in the Western and Midwestern U.S. in early 2013; other regions will follow. The average retail price for a single can is $2.29 to $2.79.
Since its launch in 2006, XYIENCE Xenergy has been the official energy drink of the UFC®. According to XYIENCE President John Lennon, the new Xenergy beverages reflect the brand’s commitment to its target market: adults leading an active lifestyle.
“This is a very natural evolution for XYIENCE Xenergy; we are a lifestyle brand catering to athletes, fitness enthusiasts and active adults,” said Lennon, who notes 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. Combining energy with other beverage formats is a powerful consumer proposition.”
Xenergy + True 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’s 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.
“For a training program to be a success, an athlete needs proper hydration and energy. Without that, you may as well pack up and leave the gym,” said Mark Muñoz, a XYIENCE athlete and UFC middleweight fighter. In addition to his numerous athletic accolades, Muñoz holds a Bachelor’s degree in Health Science and is also studying for a master’s. “XYIENCE nailed it with True Hydration. It delivers on all counts. The taste is subtle, so I can use it during a really grueling workout. True Hydration will be a staple for me during training and outside of the gym.”
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.
“Blending black tea with Raspberry and Acai provides a flavor that’s bold, yet not overwhelming,” explained Susan Curry, XYIENCE’s vice president of operations who oversees the development of the brand’s flavors. “Acai is indigenous to Brazil, where mixed martial arts is wildly popular. So while both flavors are trending in beverages, it was especially fun for us to develop a beverage that has a special significance to our brand.”
Xenergy + Tea offers 10 mg of caffeine per ounce, which is slightly less than XYIENCE’s Xenergy that has 11.5 mg of caffeine per ounce.
“I like drinking iced tea, but what I’m often looking for is the boost of an energy drink so I can reboot in the morning or after a workout,” explained Frank Mir, XYIENCE athlete and UFC heavyweight fighter. “XYIENCE’s teas are smooth and easy to drink. They will be my go-to choice.”
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 10 mg 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.
“Especially during the warmer months, I enjoy drinking lemonade. But with my lifestyle, I need something that combines function with refreshment,” said XYIENCE athlete Jon Jones who is the current UFC light heavyweight champion. “Because it’s non-carbonated, Xenergy Lemonade is a great energy alternative that I can use any time of day.”
XYIENCE has also updated the package design for the Xenergy product line. “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, who noted that XYIENCE’s is taking a leadership role by including its caffeine content for each product on its packaging.
In the category, XYIENCE Xenergy has also been a pioneer of sugar-free, zero-calorie beverages, which Lennon says is a reflection of the brand’s integrity and promise to its core consumer. “With a more extensive Xenergy product line, we can satisfy the needs of the XYIENCE consumer in every phase of a workout and throughout the day.”
Increasing its product line also means greater visibility on the retail floor. “With more shelf space, XYIENCE’s visual impact will be really powerful,” explains Reuben Rios, XYIENCE’s vice-president of U.S. sales. “To match our product innovations, we’re also rolling out new in-store promotions and merchandising options to support our retailers and our brand’s growth.”
In Q3, 2012 XYIENCE expects to exceed its record-setting sales recorded in Q2, 2012. At press time, its U.S. sales growth is up 30 percent for 2012. This year, XYIENCE’s retail store count increased by nearly 20 percent, bringing the brand into roughly 45,000 stores around the U.S. thanks to its growing number of distribution partnerships on the East Coast and in the Southeast.
Headquartered in Las Vegas, XYIENCE (zy-ince) products are designed to support an active and healthy lifestyle. Xenergy (zen-er-gy) is the official energy drink of the Ultimate Fighting Championship® and is the fastest growing brand in its category. For more information, please www.xyience.com. Or connect with XYIENCE on Facebook, Twitter and YouTube.