In the UK, Epic has launched a new energy drink in a 330ml slimline re-sealable can, which it claims will help consumers to achieve controlled consumption.
Epic energy drink combines nutrients and vitamins for increased focus, concentration and endurance. “Created as an energy drink that vitalises the body and nerves,” it features a smooth flavour and was launched into independent retailers with an introductory promotional price of 99p last month. The drink contains 31.5mg of caffeine in every 100ml of liquid, and is equivalent to 120 calories per 250ml serving.
The sleek 330ml can with black matte finish immediately draws consumers’ attention when on shelf. The brand claimed that the re-sealable packaging technology made it easier for consumers to enjoy on the go, and encourage responsible consumption in controlled quantities as “it does not need to be consumed in one go, unlike other competitors’ drinks”.
Epic CEO Omair Mateen said: “Epic is a premium, high quality energy drink, being manufactured in Austria. 2014 was about developing the fundamentals for the brand, and we had very successful launches in four countries last year. Being the first brand to offer true consumer convenience in the energy drinks category, Epic has been a much bigger success than I had imagined, with consumers loving the packaging, re-sealable convenience, and coming back again and again because of its truly unique flavour. Based on the success, we have already signed contracts to launch Epic Energy in eight countries, and a further 15 countries are in discussion stage, with Epic on track to be available in more than 25 countries within 2015.”
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