The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Leading Brands, Inc. has launched a sports energy drink called Die Hard. The company has pledged that for every can sold $0.10 will be donated to help American war veterans.

According to Leading Brands, it has taken nine years of research to develop the non carbonated sports drink that hydrates, replenishes electrolytes and energy. Initially, four flavours – Lemon, Orange, Punch and Berry – will be available in 16oz cans in the US and Canada. Only natural flavours and sugars as sweeteners are used in making Die Hard.

The beverage is marketed towards those consumers who “Live Hard, Play Hard, Die Hard” and it will be replacing Trek and Nitro in the company’s portfolio.

Leading Brands Chairman Ralph McRae adds: "A dozen years of military service taught me that we can never do enough to help support, rehabilitate and re-train those injured while selflessly protecting what we believe in. Die Hard's Pledge to Veterans is, for me, particularly heart-felt. Our mantra at Leading Brands is 'Better Ingredients - Better Brands'. In the case of Die Hard we should add 'Better Principles - Better Brands.'"