A California federal judge agreed this week that 5-Hour Energy maker Living Essentials LLC created an unfair competitive environment for family-owned wholesalers by offering “disproportionate promotions” to Costco, but stopped short of ruling it an antitrust violation.
Shot maker Vitamin Energy is gunning for the king of the category. The startup brand filed a lawsuit last week against 5-Hour Energy owner Manoj Bhargava and the brand’s associated companies, alleging it has violated U.S. antitrust and false advertising laws, wielding an unfair monopoly over the energy shots business.
Living Essentials has struggled to find its footing in the energy drink category after launching its full-sized, 16 oz. format in late 2021. Armed with more flavors and a distribution strategy focused on grocery, 5-Hour is starting to make gains.
After 20 years controlling the energy shot category, 5-Hour has seen sales slip in recent years as consumers have adapted new shopping behaviors while also favoring the innovation coming from energy drinks.
Living Essentials, LLC announced today its first push outside of shots into the full size energy drink category with the launch of 5-Hour Energy in a 16 oz. can format. The new line is debuting simultaneously this week at the National Beer Wholesalers Association (NBWA) convention in Las Vegas and the National Association of Convenience Stores (NACS) show in Chicago.
Skupos, a technology platform connecting the convenience retail industry, and the makers of 5-hour ENERGY® shots announce the energy shot brand’s first consumer promotion on the Skupos Engage platform.
A Massachusetts court has ruled “fire cider” is a generic term that cannot be trademarked, potentially ending a yearslong legal battle between herbal brand owners and tonic maker Shire City Herbals; New Class Action Targets Brew Dr.’s Probiotic Count; Court Rules in Favor of 5-Hour Energy in Costco Case
Living Essentials, LLC, the makers of 5-hour ENERGY shots, announces 5-hour TEA shots, a product line that’s available now in peach tea flavor.
Living Essentials, LLC announces the second year of the company’s deal with Major League Baseball, and the introduction of the Extra Strength Cherry flavored 5-hour ENERGY shot bottle featuring the iconic MLB silhouetted batter.
The product slides into home in the company’s deal with Major League Baseball as it becomes an official partner of the 2017 and 2018 MLB All-Star Game.
Available in four flavors – Berry, Peach Mango, Grape Extra Strength, and Berry Extra Strength, each six-ounce bottle contains 100 calories and less than one gram of sugar.
From May 1 through July 31, 2016, the company will donate five cents from the sale of every specially marked red, white and blue bottle of Extra Strength Cherry flavor 5-hour ENERGY® to the Special Operations Warrior Foundation(SOWF)
From May 1 through July 31, 2016, the company will donate five cents from the sale of every specially marked red, white and blue bottle of Extra Strength Cherry flavor 5-hour ENERGY to the Special Operations Warrior Foundation (SOWF).
The flavor joins strawberry watermelon, sour apple, grape and berry to become the fifth extra strength variety of the popular energy shot, which also has six regular strength flavors as well as decaf.
