Avitae To Unveil Line Extension With Extended-Release Caffeine at NACS

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CLEVELAND — Avitae USA, LLC, the leader in the caffeinated water category, is introducing an all-new line of lower-calorie energy drinks made with extended-release caffeine. The new product line, “ZÜM XRTM by Avitae,” will be unveiled at the National Association of Convenience Stores (NACS) Show, Oct. 18-21, in Atlanta.

“We’re excited to bring true innovation to the energy drink category and provide consumers with a longer, sustained energy boost eliminating the crash associated with most energy drinks.,” said Norman E. Snyder, president and chief executive officer of Avitae. “ZÜM XR provides the same instant-go that our consumers love and expect, and thanks to bead-based technology, it will satisfy those looking for even more long-term energy in an all-natural beverage that doesn’t contain any of the artificial or confusing ingredients found in most energy drinks.”

ZÜM XR features exclusive, cutting edge, patented bead-based technology that controls the release rate of caffeine within a consumer’s body after the drink is ingested. With the technology, caffeine is delivered through time-release beads that will give consumers long-term energy for up to four hours without the crash or unhealthy additives found in most energy drinks. ZÜM XR gives consumers an initial caffeine boost equivalent to one and a half cups of coffee (125 milligrams) before the beads slowly release an additional 125 milligrams. It contains 70 calories and is available in three all-new flavors: Orange, Mixed Berry and Lemon Lime. ZÜM XR is targeted to be on store shelves later this year and will retail for approximately $2.99 per 12-fluid-ounce (355-milliliter) polyethylene terephthalate (PET) can. ZÜM XR will be the first product in the energy drink category to be packaged in a can made from recycled, PET plastic instead of aluminum.

“We chose PET plastic over aluminum for our packaging in order to give our consumers the opportunity to actually see the beverage and the beads that are the source of the extended-release caffeine,” said Snyder.

With the addition of ZÜM XR, Avitae, an independent company based in the U.S., continues to extend its product line in 2016. In March, Avitae debuted five carbonated caffeine waters, “Sparkling Avitae,” produced with carbonated purified water, natural caffeine derived from green coffee beans and natural flavors. Sparkling Avitae is available in Black Cherry, Raspberry Lime, Berry Kiwi and Mandarin Passion Fruit flavors and in an unflavored version. With its two new product launches, ZÜM XR and Sparkling Avitae, Avitae now offers consumers 15 different products.

In addition to new products, Avitae continues to offer unflavored and flavored non-carbonated caffeine waters that vary in caffeine levels to fit all lifestyles, including caffeine equivalencies to a half-cup of coffee (45 milligrams), one cup (90 milligrams), or one and a half cups (125 milligrams). Flavored caffeine waters are available in Pomegranate Açai, Tangerine, Blackberry and Strawberry Guava flavors. The caffeine waters contain natural caffeine derived from green coffee beans, zero calories, sugars or artificial ingredients, and have no bitter aftertaste.

For more information, visit www.goavitae.com.

About Avitae: Avitae USA, LLC is the leading caffeinated water company in the U.S. and provides consumers with an alternative to less healthy caffeinated beverages and sugary drinks. As an independent company, Avitae is committed to providing the healthy hydration you need with the natural caffeine lift and instant go that you want. Avitae offers flavored and unflavored non-carbonated caffeine waters that vary in caffeine levels to fit all lifestyles, including equivalencies to a half-cup of coffee (45mg), one cup (90mg), or one and a half cups (125mg). In 2016, Avitae introduced a line of carbonated caffeine waters, “Sparkling Avitae,” and a line of new energy drinks, “ZÜM XR,” that features cutting edge, patented bead-based technology that delivers extended-release caffeine. For more information, visit www.goavitae.com.