Tangerine Twister is an all-natural tangerine flavor with a subtle hint of vanilla and cream. Melon Mayhem is a refreshing combination of strawberry and melon¬- including honeydew and cantaloupe, along with a touch of citrus. According to market research conducted by Innova Market Insight, pure flavors are top picks among consumers who maintain a healthy diet and active lifestyle, and who look for flavors that make them feel young again.1
“We consider what is trending, such as retro-inspired flavors, which influenced Tangerine Twister. Then we add our own distinctive twist. But we never compromise on our promise to use only natural flavors or colors,” says Susan Curry, XYIENCE’s vice president of operations who oversees the development of the brand’s beverage flavors. Curry notes that the brand’s commitment to taste has also resulted in accolades such as Xenergy Xtreme Fruit Punch being named 2011 Carbonated Beverage of the Year by Convenience Store News.
As the official energy drink of the UFC, the names of the new flavors are influenced by the sport of mixed martial arts (MMA). MMA fans and athletes are a large percentage of the brand’s core customer base.
Also supporting its community of energy drinkers, XYIENCE has included new elements on Xenergy cans such as listing the drink’s caffeine content and a recommendation for consumers not to mix the beverage with alcohol. “Given that our audience is concerned about how they fuel their bodies, it’s important that we are transparent,” says John Lennon, XYIENCE’s president.
That strategy has been effective for XYIENCE; in May 2012, the brand recorded an all-time high for Xenergy sales to distributors making Q2 2012 the best quarter in the history of the brand. “Each progressing quarter brings with it expanding distribution and increasing sales for XYIENCE Xenergy,” says Lennon.
Already this year, XYIENCE’s retail store count increased by nearly 20 percent, bringing the brand into roughly 45,000 stores around the U.S. thanks to its growing number of distribution partnerships on the East Coast and in the Southeast.
“According to the recent “State of the Industry” report in Beverage World Magazine, XYIENCE Xenergy is now ranked No. 7 nationally among energy drinks, No. 5 in the Western United States, and is the fastest growing top 10 brand in the energy drink category,” adds Lennon. “We are certain that our new Xenergy Premium flavors will add to our success and growth in the months ahead.”
1. Innova Market Insights Announce Top 10 Food and Beverage Trends for 2012, Nov. 23, 2011