Hot and cold drinks supplier Aimia Foods is to launch its new energy soft drink in what it says is the UK’s first-ever re-sealable can.
No Fear Extreme Energy will be produced by Aimia under license for the US-based, extreme sportswear brand, No Fear.
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The firm said today (8 February) that the 485ml re-sealable can will help No Fear Extreme Energy rival other energy drinks on the market with its unique “twist and shut” feature.
The packaging is designed to appeal to the brand’s active, ‘on the go’ audience, Aimia said, and will stay carbonated for up to 24 hours once opened.
The cans will be priced with an RSP of GBP1.09 (US$1.70) – GBP1.19.
Targeted at the core energy drinks market, males aged 16-24, the product will be supported by a national marketing campaign, including promotions and events, using both online and offline media throughout 2010.
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By GlobalDataNeal 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.”
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 and Outspan Drinks.
