XYIENCE’s Distribution Expands to Chicago with Kehe Food Distributors Deal

LAS VEGAS (August 5, 2009) – XYIENCE’s energy drink brand Xenergy continues to power its way through more retail doors. The Las Vegas-based company announces that Xenergy has penetrated markets including Chicago and Texas as a result of a deal with Kehe Food Distributors. The agreement puts Xenergy Premium, the official energy drink of the Ultimate Fighting Championship (UFC), on the shelves of 165 Jewel-Osco locations in the Chicago area and 170 H.E.B grocery stores in Texas as well as 20 Ramey’s Price Cutter stores in Oklahoma. While Kehe carries roughly 40,000 different food and beverage items, Xenergy has earned its place in the spotlight for the distributor.

According to Chris Ignash, Kehe’s category development manager, Xenergy is the distributor’s “go-to” energy drink. “Xenergy is now the driving force in the category. There is tremendous power behind the XYIENCE brand, due in part to its affiliation with the UFC. That relationship generates brand awareness that’s very attractive,” says Ignash. “XYIENCE’s marketing force coupled with the fact that the drink is sugar-free and tastes great made the decision to bring Xenergy on board with Kehe a very simple one.”

Additionally, XYIENCE was an exhibitor at the Kehe Holiday Show, July 26 – 27 at the McCormick Place-Lakeside Center in Chicago.

“To have Xenergy viewed as the driving force in its category by Kehe is an honor, yet it comes as no surprise to the XYIENCE team,” explains Csaba Reider, who took the reins at XYIENCE more than a year ago and has led the brand through new retail doors in states including New York, New Mexico, Arizona, and California, among others. “It’s a strong product that performs at the retail level and has a loyal fan base. We look forward to great success in the months and years ahead in this new relationship with Kehe.”

Earlier this summer, XYIENCE announced a distribution deal with New York-based Exclusive Beverage Distribution, giving the brand a presence in Duane Reade and Walgreen stores in Manhattan. XYIENCE finished up its spring season with a tri-fecta distribution win in the Southwest that included Phoenix-based Hensley, one of the largest beverage distributors in the United States.

Through its sponsorship of the UFC, the XYIENCE brand reaches 420 million households worldwide. The UFC’s current television distribution allows sponsors like XYIENCE to reach 50 million U.S. households and 380 million households outside the U.S. in over 100 countries and territories, with programming delivered in 20 languages.


XYIENCE nutritional products provide the clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and in life.

Xenergy (A combination of Zen and energy, pronounced “Zen-ergy”)

XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, and its energy shot, X Shot, are the official energy drink and energy shot of the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent in most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.

XYIENCE Supplements

XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-V2 (for increasing strength and stamina and aiding in post-exercise recovery) to high-quality protein supplements such as the XProtein shake or

the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.