XYIENCE Launches New Xenergy Flavor: Xenergy Xtreme Frostberry Blast

Featuring Legendary UFC Fighter Wanderlei “The Axe Murderer” Silva

LAS VEGAS (Oct. 1, 2011) –XYIENCE, maker of Xenergy, the official energy drink of the UFC®, has added Xenergy Xtreme Frostberry Blast to its lineup of energy drink flavors. The third in its collector can series; Frostberry Blast’s can features the image of Wanderlei “The Axe Murderer” Silva, a UFC middleweight fighter and international icon in the sport of mixed martial arts (MMA).

Xenergy Xtreme Frostberry Blast is a balanced blend of blueberry and raspberry flavors, which — like all Xenergy beverages — is sugar- and calorie-free. The beverage is named for its frost-like color. The 16-ounce cans will debut at XYIENCE’s booth #5003 at the 2011 NACS Show, a convenience industry tradeshow that takes place Oct. 1 – 4 at McCormick Place in Chicago. The beverage is available to XYIENCE’s distributor network starting Monday, October 3. Consumers can expect to see Xenergy Xtreme Frostberry Blast on shelves in mid-October.

Brazilian-born Silva, 35, is a longtime XYIENCE team athlete whose MMA record checks in at 33-11-1. His remarkable career includes an 18-fight winning streak and 22 victories by knockout. Over the years, Silva has graced countless magazine covers and has been featured in numerous films, television interviews and magazine articles.

Silva faces Cung Le at UFC 139®: Henderson vs. Shogun at the HP Pavilion in San Jose, Calif., on November 19. XYIENCE will be sampling Xenergy Xtreme Frostberry Blast at various events during the weekend.

“Silva has played an important role in shaping the sport of MMA and his influence among athletes and UFC fans is very powerful,” says John Lennon, XYIENCE’s president. He explains that XYIENCE’s affiliation with the UFC is a contributing factor to its more than 40 percent year-over-year sales growth[1]. Lennon says that approximately half of that growth is from increased sales in existing markets; the remaining 50 percent is a result of expanding its distribution.

“The launch of Frostberry Blast marks an exciting time in XYIENCE’s history in terms of our brand’s growth and exposure,” says Lennon. “The UFC’s recent agreement with FOX Sports Media Group will broaden XYIENCE’s reach, providing exposure to a wider and more mainstream audience. In new markets, this will generate tremendous brand awareness, which is a huge benefit for our retail partners,” he says. The UFC recently announced a seven-year deal with FOX Sports Media Group, which includes broadcasting four live events in prime time or late night annually to the FOX broadcast network.

“XYIENCE is a very valuable partner that has supported both my career as an athlete and Wand Fight Team,” says Silva, who signed on with the brand in late 2008. He opened Wand Fight Team, a 10,000 sq. ft. training facility in Las Vegas shortly thereafter. “I’m honored to be included on Xenergy Xtreme Frostberry Blast.”

Like all of XYIENCE’s Xenergy Xtreme drinks, Frostberry Blast delivers a sustained energy boost from a combination of caffeine and a blend of B complex vitamins. The latter is believed to aid in energy production and digestion, as well as increased mental clarity, reaction time and alertness, all of which are vital for the athletic performance[2] of athletes like Silva.

For more information on XYIENCE, Xenergy and Wanderlei “The Axe Murderer” Silva, please visit www.xyience.com.

About XYIENCE (pronounced zy-ince)

Headquartered in Las Vegas, XYIENCE products support an active and healthy lifestyle and are held to the most stringent standards of excellence. Visit www.xyience.com for details.

Xenergy (pronounced zen-er-gy)

Xenergy is the official energy drink of the Ultimate Fighting Championship (UFC) and is one of the fastest growing brands in its category. The first energy drink created by a nutrition company, Xenergy is a sugar- and calorie-free drink that’s fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium flavors include Cherry Lime, Cran Razz, Mango Guava, and Blu Pomegranate. Xenergy Xtreme flavors include Frostberry Blast, Fruit Punch, Orange Fuel, and Cherry Rush. Xenergy is available throughout the United States and Canada.