Emerging Energy Drink Brand ECHELON USA Makes Major Retail Move with Nationwide Launch in The Vitamin Shoppe®
Best-selling Performance Energy drink line is now available nationwide
NASHVILLE, TN — 7/30/2026 — ECHELON USA, the fastest-growing energy drink brand in military retail, announced the retail launch of its Performance Energy ready-to-drink (RTD) line at The Vitamin Shoppe® locations across the United States and online.
The launch marks a defining milestone for the young Nashville-based brand, which has built a loyal following through viral moments, military community roots, and a product philosophy centered on radical transparency. The Vitamin Shoppe® placement signals ECHELON's arrival as a serious contender in the broader energy drink category and a natural next step for a brand that already ranks among the top 10 energy drinks in military retail.
“The energy drink category is one of the most dynamic areas of our business, fueled by consumers who are passionate about their favorite brands, flavors, and functional benefits while always looking for what's new and next,” said Muriel Gonzalez, President of The Vitamin Shoppe. “The Vitamin Shoppe is the leading specialty destination for a curated assortment of the industry's most innovative and on-trend energy drinks, and ECHELON's transparent, performance-focused products and unique branding make it an exciting addition to our extensive lineup. This launch reinforces our commitment to continually offer customers next-generation brands and emerging innovations in one of our fastest-growing categories.”
Minimal Ingredients, Natural Caffeine, and Great Flavors
Performance Energy was built on the premise that every ingredient should earn its place. Each can features 200mg of natural caffeine, 2g of prebiotic fiber, beta-alanine, citrulline, L-theanine, acetyl-L-tyrosine, and vitamins B6 and B12. Every ingredient and its exact amount is disclosed on the label. With no proprietary blends and no more than five additional ingredients, ECHELON gives consumers the transparency they deserve.
The four-flavor lineup of Orange Cream, Grape Citrus, Sour Apple, and Razz Lemonade offers great taste without artificial flavors, no artificial colors, and zero sugar.
“Every ingredient in our drinks has a purpose. You don't need to compromise on function, flavor, or ingredients,” said Erik Bartell, Founder and CEO of ECHELON. “Launching with The Vitamin Shoppe® gives us the opportunity to bring our Performance Energy line to more consumers looking for clean, effective energy that fits their active lifestyles. It's about finding a partner that shares our belief that what you put in your body matters, and that everyone, regardless of what their day looks like, deserves a better option.”
From Grassroots to National Shelves
Founded in 2023 by Erik Bartell, U.S. Army combat veteran and Men's Health fitness expert, ECHELON quickly became both the fastest-growing energy drink in military retail and a top 10 energy drink across the military channel. From there, the brand grew its direct-to-consumer presence through bold, culture-driven limited drops, including the internationally viral Goth Girl Spit drink, and collaborations with creators like the Unsubscribe Podcast, Silencer Shop, and White Phosphor.
ECHELON was built for those who can't afford to crash. Whether that's a military operator on a long deployment, a first responder on a double shift, or a parent running on fumes between school drop-off and a full day of work. Purposeful, functional energy isn't a niche concept. It's something everyone deserves.
“ECHELON was developed alongside military service members who needed something they could actually trust: clean, functional energy that delivers without the crash, without an artificial aftertaste, and without that mouth-coating feeling you get from most drinks on the market,” said Bartell. “We’re here to prove that a formula built for the people who demand the most from their bodies could also be the best-tasting option on the shelf. That's what ECHELON is, and that's the standard we'll never compromise on.”
Giving back to the communities that inspired the brand is equally central to ECHELON's mission. In 2026, ECHELON partnered with the Unsubscribe Podcast to raise $235,000 for the National Autism Association. ECHELON supports the Hunter Seven Foundation through an annual giveback campaign powered by a beloved seasonal flavor. ECHELON is proud to be a title sponsor of The National Ranger Association’s annual Best Ranger Competition. ECHELON promotes stewardship for America’s national parks in partnership with Recycle for Veterans.
Performance Energy is now available at The Vitamin Shoppe® beginning August 2, 2026.
About ECHELON USA
ECHELON USA is a veteran-founded, American-made functional beverage company headquartered in Nashville, Tennessee. Established in 2023 and built for Those Who Can't Afford to Crash, ECHELON was created for anyone who needs reliable, purposeful energy to get through their day, from military operators and first responders to athletes, creators, and busy parents. The fastest-growing energy drink brand in military retail and a top 10 energy drink in the military channel, ECHELON is defined by radical label transparency, minimal ingredients, and no proprietary blends. The brand's full lineup includes Pre-Workout, Performance Energy, and Energy + Hydration. ECHELON USA is proud to support the Hunter Seven Foundation and Recycle for Veterans, and in 2026 raised $235,000 for the National Autism Association in partnership with the Unsubscribe Podcast. Learn more at drinkechelon.com.
About The Vitamin Shoppe®
The Vitamin Shoppe® is an omnichannel specialty retailer and wellness lifestyle company with the mission to provide customers with the most trusted products, guidance, and services that support health and performance in every stage of life. Founded in 1977 and headquartered in Secaucus, New Jersey, The Vitamin Shoppe® today is an innovation-focused destination for first-to-market brands and breakthrough products, offering a comprehensive assortment of vitamins, supplements, sports nutrition, and on-the-go functional foods and beverages. Beyond hundreds of national brands, its offering includes the proprietary brands The Vitamin Shoppe®, Vthrive The Vitamin Shoppe®, BodyTech®, BodyTech® Elite, plnt®, ProBioCare®, and True Athlete®. The Company serves customers through more than 640 stores nationwide, providing personalized support from knowledgeable Health Enthusiast associates, and online. It operates strategic partnerships in select international markets in Asia, South America, Central America, and the Caribbean. The Vitamin Shoppe proudly supports the health and wellness of communities through longstanding partnerships with Vitamin Angels and Team Red, White & Blue.
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