XYIENCE Launches Second in Series of Collector Cans: Xenergy Premium CranRazz Featuring UFC Light Heavyweight Champion Jon “Bones” Jones

LAS VEGAS (July 19, 2011)XYIENCE has picked its champion flavor and athlete to launch the second Xenergy collector can: Xenergy Premium CranRazz. The can features an image of XYIENCE athlete Jon “Bones” Jones, the current UFC® light heavyweight titleholder.  Xenergy is the official energy drink of the UFC, and since the introduction of the sugar-free, calorie-free energy drink brand in 2006, CranRazz has been a fan favorite. The new limited edition 16-ounce collector can is available for delivery to XYIENCE’s distributor network starting September 1, 2011.

Jones, 23, is the UFC’s youngest titleholder and has earned a reputation of being a game-changer in the sport of mixed martial arts (MMA).  USA Today recently said, “Jones stands out as a clear-cut example of mixed martial artists’ growing breadth of skill.” Off the mat, Jones’ appeal extends beyond the core MMA fan base, which XYIENCE says will result in strong sales for its new collector can.

“Jones’ popularity is far-reaching. For example he’s the first UFC fighter to appear on NBC’s Late Night with Jay Leno,” explains Reuben Rios, XYIENCE’s vice president of sales for the United States. Rios also notes that Jones appears in numerous national advertising campaigns for major non-competing brands marketing to the same demographic. “Our key consumers, men age 18 to 34, have an awareness of Jon Jones. For our new and current retailers alike, this can only be a tremendous advantage for the sales of Xenergy CranRazz.”

XYIENCE’s powerful affiliation with the UFC is a contributing factor to its year over year sales growth that checks in at a more than 38 percent increase[1]. John Lennon, XYIENCE’s president, says that approximately half of that growth is due to the expansion of XYIENCE’s distribution network.  “The strength of our partnership with the UFC and its athletes, like Jones, has had a favorable impact on our sales,” says Lennon. The full-size energy drink category is up 13.4 percent in the past 52 week period, ending May 15.[2]

Along with Jones’ image, XYIENCE has made another addition to its packaging, one that it feels will further validate its position as the energy drink of choice for athletes and active adults. “We are including a recommendation on the back of the can advising consumers not to mix Xenergy with alcohol,” Lennon says.

Lennon goes on to explain that unlike some of its competitors, who specifically target teenage energy drinkers, XYIENCE is reaching out to a different demographic. “XYIENCE targets a young, upscale adult consumer leading a healthy active lifestyle, and Xenergy supports his or her way of life in a very authentic way. It is sugar- and calorie-free, with a moderate amount of caffeine- as much as a cup of coffee,” Lennon says. “So its sustained energy without the calories.”

Like all of XYIENCE’s Xenergy Premium drinks, CranRazz 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 increase mental clarity, reaction time, and alertness, all of which are vital for athletic performance[3] of champions like Jones.

“Xenergy is formulated to provide sustained energy that will last the length of a workout, competition or even the course of a workday. In each of these scenarios, a person strives for sharper focus, additional energy and a drink that tastes great – that’s exactly what we have to offer. That’s a part of the science behind XYIENCE,” Lennon says.

For more information on XYIENCE, Xenergy and Jon “Bones” Jones, 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 Fruit Punch, Orange Fuel, and Cherry Rush.  Xenergy is available throughout the United States and Canada.