Aimia's No Fear Extreme Energy in UK’s first re-sealable can

Bill Bruce7 Feb 2010 (Updated 8 Feb 2010)

Extreme Energy will be produced by Aimia under license for the US based, multi-million pound extreme sportswear brand, No Fear. 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.

It also offers better value as once opened, it can stay carbonated for up to 24 hours and so can be consumed over a longer period of time.

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.”

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.

Source: Aimia Foods