Friday, May 29, 2020

Beverage entrepreneur launches ‘smart energy’ drink

Adrenaline Shoc, a new modern ‘smart energy’ drink targeting consumers with healthy active lifestyles has been launched by entrepreneur Lance Collins.

Sales and distribution of the drink – styled as A Shoc – will be handled in the US by Keurig Dr Pepper who has also made an investment tin the brand.

Collins, a successful beverage industry entrepreneur, has founded brands including Fuze, NOS Energy and CORE.

” We’re placing A Shoc in traditional Energy doors as well as new Fitness Enhanced Energy space that retailers have created to help target consumers looking to purchase performance energy drinks,” he said.

“As the ‘healthier performance’ energy category grows, we believe retailers will embrace unique products like A Shoc that target a younger consumer with modern demands – and KDP is the perfect partner for us to have as we launch.”

A Shoc formulas have been thoughtfully developed to meet a massive shift in consumer preference for healthier and more functional energy beverages with clean labels sharing full transparency in ingredients.

Featuring a proprietary high-performance natural energy blend of green coffee beans, yerba mate, coffee fruit extract and guarana as well as naturally sourced electrolytes from ocean minerals and 9 essential aminos, including BCAAs, to help with recovery.

The entire product line was formulated with zero sugar, zero carbs, zero calories and no chemical preservatives, topped off with a unique mix of flavours.

Rodger Collins, KDP President of Direct Store Delivery, added: “We have partnered successfully with Lance in the past, most recently on CORE Hydration, and are excited to do so again on A Shoc.

“A Shoc’s unique formula and creative brand positioning make it a compelling challenger in the market, and our network of company-owned and partner distributors will enable us to quickly build national distribution for this new brand.”

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