Drinks company Aimia Foods is claiming its new energy soft drink will be packaged in the UK’s first-ever re-sealable can.
No Fear Extreme Energy will be produced by Aimia under license for the US-based, multi-million pound extreme sportswear brand, No Fear.
No Fear Extreme Energy 485ml Resealable
The company said the new 485ml re-sealable can will help No Fear Extreme Energy “rival other energy drinks on the market as its unique ‘twist and shut’ feature will provide added appeal to its active, ‘on the go’ audience”.
Once opened, it can stay carbonated for up to 24 hours and so can be consumed over a longer period of time.
The can will also create stand out on the shelf with its “attention grabbing branding, combined with a competitive RSP of £1.09 – £1.19″.
Targeted at the core energy drinks market, males aged 16 to 24, the new product will be supported by an extensive national marketing campaign, including promotions and events, using both online and offline media throughout 2010.
Neal Haworth, category marketing manager at Aimia Foods, saID: “No Fear Extreme Energy is a hugely exciting proposition.
“A well-established brand, already synonymous with extreme sports and attention grabbing campaigns, No Fear is edgy and holds massive appeal with energy drinks’ key audience.
“This, coupled with the innovative and quirky re-sealable can, gives it the potential to be a new ‘must-have’ drinks brand for a young male audience.”
Retailers will be able to capitalise on the good profit margins to be made with No Fear Extreme Energy and with each case of 24 having the potential to be sold as 4 x 6 packs there is flexibility for the trade to sell in the case size that best suits their customer base.
No Fear ‘Extreme Energy’ is the latest big brand name to add to the Aimia Foods license portfolio within cold drinks.
It joins Slazenger S1 sports drinks, a hypotonic drink Aimia launched last year that became the official sports drink of choice at a number of high-profile sporting events and Outspan Drinks, which are available in pure juice, Juice drinks and smoothies, all with no artificial colours, flavours or preservatives.
