Performance beverage maker Kill Cliff announced today the launch of Ignite, a new pre-workout energy sub-line that completes the brand’s self-described “Full System” of fitness beverages.
The premier of Ignite is part of a series of moves aimed at rebranding and reshaping the entire Kill Cliff portfolio. These changes include the debut of a redesigned product family that features a uniform black label across the three sub-lines, renaming the core post-workout Kill Cliff product as Recover, and reformulated flavors and a new Lemon Lime SKU for the company’s recently launched Endure line. With the addition of Ignite, the company seeks to complete all three touch points during consumers’ exercise routines with pre-workout, performance support, and post-workout options.
Speaking with BevNET this afternoon, Kill Cliff CEO Joe Driscoll said the brand’s current packaging failed to deliver all of the brand’s “key messages”. The company conducted consumer research ahead of the rebrand and used the feedback to fill messaging blind spots on the packaging. The redesigned labels now highlight the flavors and also feature a callout to the brand’s partnership with the Navy SEAL Foundation, a relationship that tested positively with consumers, he said.
The consumer research and rebrand was funded by an investment from Sunrise Strategic Partners last August, Driscoll said. At the time Kill Cliff was said by Whipstitch Capital managing director Nick McCoy to be seeking an investment of $10 million, however financial arrangements of the deal were not disclosed.
“[Sunrise] are a tremendous partner for us,” Driscoll said. “They see a clear vision with our brand and our mission and have been extremely supportive our efforts to improve our communication with consumers and expand the line. They are absolutely thrilled with the progress we’ve made over the last year and we’ve really done it with them.”
Driscoll said Ignite is an “easy expansion” of the overall product line. Each SKU contains 25 calories and 150 mg of caffeine sourced from green tea, ginger, and ginseng per 12 oz. can, and also includes B-vitamins, potassium, and magnesium. The line is available in Cherry Limeade, Lemon Berry, and Fruit Punch flavors and will retail for $2.49-$2.99.
Ignite will begin shipping to retailers on June 27, and the initial rollout will include Hy-Vee stores, Crunch Fitness and Gold’s Gym accounts, and U.S. military bases. According to Driscoll, the full portfolio will be available in Wegmans and H-E-B stores later this summer.
Driscoll added that the fitness channel remains the “tip of the spear” of Kill Cliff’s retail strategy and said the company is focused on gaining placement in more national chains. However, the company has recently added Air Force and Army bases and relaunched its website to facilitate its ecommerce business.
However, he said, grocery and traditional retail, including club stores, represents a potential “tipping point” for the brand. The relaunch marks the expansion of Endure outside of the fitness channel into grocery, and over the next two years Driscoll said he expects an upswing in new accounts.
“We’re pitching everybody who will listen to us right now,” Driscoll said. “What we’ve discovered is that as we talk about this system and each of the products within the line, we’re getting yesses because it’s so intuitive. It’s authentic, [buyers] get what it’s for, they love the natural ingredients, and now they look at the packaging and they get it.”
To support the rebrand, Kill Cliff is also engaging in a seven-city “Ignite Your Summer” tour, where brand ambassadors will attend fitness events around the country to promote the brand. Driscoll said the company is also preparing for the launch of a weekly podcast on July 1, which will feature interviews with prominent athletes, Navy SEALS, and every day fitness enthusiasts.