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US: Big Red acquires Hydrive Energy brand

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Soft drinks group Big Red has acquired energy drinks brand Hydrive for an an undisclosed sum. 

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The deal, announced yesterday (20 November) after completing on Friday, will see Hydrive's eight-flavour range being incorporated into the Big Red portfolio. Texas-based Big Red's range includes All Sport isotonic, NuGrape, Thomas Kemper and Nesbitt’s. 

Brian Byrne, co-foundeder of New York state-based Hydrive, which is part-owned by Dr Pepper Snapple Group, told just-drinks he was “happy” with the deal. “Going forward there is a lot of synergies,” he said. 

Gary Smith, Big Red's CEO, said the acquisition is an “important part” of his company's growth strategy. 

Smith added: “We believe the brand has excellent opportunities for growth and development.” O'Byrne and his co-founder Mike Weinstein would “continue to play an important role” in developing the brand, Smith said. 

Hydrive's stated has been to bring “healthier energy drinks to the market”, as the products contain 30 calories. 

The energy drinks market has faced intense media scrutiny recently after the US Food and Drug Administration (FDA) released records showing that a number of high-profile brands had been cited in reports of fatalities. However, the FDA has stressed the reports do not prove a link between consumption of the drinks and the deaths. 


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