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Lifestyle wellness brand Alani Nu is adding a new twist to one of its most popular energy drink flavours with the launch of Purple Cotton Candy, a limited-edition product developed to build on the success of its existing Cotton Candy offering.
The new flavour combines the sweetness of traditional cotton candy with a tangy grape candy profile, reflecting continued demand for nostalgic and confectionery-inspired beverages within the functional energy drink category.
To support the launch, Alani Nu has partnered with singer, actress and entrepreneur Becky G, who will front the summer marketing campaign for the product.
According to the company, Purple Cotton Candy was developed in response to strong consumer engagement with the original Cotton Candy flavour, which has become one of the brand's most popular energy drink varieties.
JoBeth Fink, chief creative officer at Alani Nu, said: "Purple Cotton Candy combines everything our fans love about Alani Nu energy drinks: a unique flavour, immersive storytelling and eye-catching design. Inspired by the magic of a summer carnival at dusk, the can's deep purples, teal accents and playful details help bring the flavour experience to life from the moment consumers see it through the very first sip."
Purple Cotton Candy joins Alani Nu's expanding energy portfolio as consumer demand for functional beverages continues to grow.
Each 12-ounce can contains 200mg of caffeine, zero sugar, B vitamins and 10 calories. The product is also vegan and gluten-free, aligning with broader consumer demand for functional beverages that accommodate a range of dietary preferences.
Purple Cotton Candy Energy became available on 17 June through Alani Nu's direct-to-consumer website, retailing at $29.99 per 12-pack. The flavour is also being rolled out to retailers nationwide for a limited time.
Founded as a lifestyle wellness brand focused on supplements, energy drinks and nutrition products, Alani Nu has established a strong presence in the US convenience, grocery and fitness channels through its colourful branding and social media-driven marketing approach.
