10.06.2011– LAS VEGAS — XYIENCE, maker of Xenergy, the official energy drink of the UFC, received Convenience Store News’ 2011 Best New Product Award in the carbonated soft drink category for its Xenergy Xtreme Fruit Punch energy drink. The award was presented to XYIENCE on Monday, Oct. 3, 2011 at the NACS Show, a major convenience industry trade show that took place in Chicago. An independent panel of consumers judged entries; criteria included taste, value, health, ingredients, appearance and packaging, among others.
Xenergy Xtreme Fruit Punch — which launched in February 2011 — is the first of XYIENCE’s athlete collector can series. The 16-ounce sugar- and calorie-free beverage’s can features the image of UFC welterweight and XYIENCE team athlete Dan “The Outlaw” Hardy.
“This is a huge honor for the XYIENCE team,” says John Lennon, XYIENCE’s president. “I’d like to extend a special congratulations to Susan Curry, XYIENCE’s vice president of operations, for her outstanding work in the development of Xenergy’s flavor profile. Under Susan’s leadership and along with our partner Allen Flavors, XYIENCE stands apart from its competitors.”
To develop the flavor profile that XYIENCE’s energy drink brand has become known for, Curry works closely with Allen Flavors, a New Jersey-based beverage formulation, flavor and ingredient supply company.
Also at the NACS Show, XYIENCE launched Xenergy Xtreme Frostberry Blast; the third in its collector can series. The beverage, which is a blend of all-natural raspberry and blueberry flavors, is packaged in a can that features the image of XYIENCE team athlete and UFC middleweight Wanderlei “The Axe Murderer” Silva. The beverage is expected to hit retail shelves on Oct. 17.