LAS VEGAS (May 24, 2010)—Market researchers have pointed to classic flavors like lemon, cherry and orange as this year’s winners as consumers gravitate to simple, fresh, “comfort” flavors. XYIENCE, already experiencing success with its Lemon Blast, Cherry Rush and Citrus Slam Xenergy Xtreme flavors, introduces Orange Fuel to the Xenergy Xtreme lineup. Like other Xenergy Xtreme and Premium flavors, Orange Fuel is available in 16-ounce cans and is sugar- and calorie-free, with only two grams of carbohydrates per serving. Orange Fuel makes its official debut at the XYIENCE booth (#1129) at the UFC Fan Expo, held on Memorial Day weekend (May 28–30) at the Mandalay Bay Resort and Casino in Las Vegas. Xenergy is the official energy drink of the Ultimate Fighting Championship (UFC), and enjoys a loyal consumer base of mixed martial arts (MMA) and UFC fans. Orange Fuel is available immediately.
On Monday, May 3, the brand launched a “Guess that Flavor” contest on social media networks, including Facebook and Twitter. The winner will be selected at random from correct entries and announced on Tuesday, May 25. XYIENCE will award the winner a prize pack that will include a month’s supply of the new flavor. XYIENCE will also launch an advertising campaign in various mixed martial arts and beverage industry publications highlighting the new flavor.
Earlier this year, XYIENCE introduced its popular pre-training activator NOX-CG3, which aids in muscle development and recovery, in Orange Fuel. The flavor has received a very positive response from consumers and retailers that carry the brand’s supplement line. “Since its introduction in 2009, the Xenergy Xtreme line has been a huge success for XYIENCE,” says Reuben Rios, XYIENCE’s vice-president of U.S. sales. “We’re very excited about the addition of Orange Fuel. It’s a clean and refreshing flavor that tested extremely well. We’re looking forward to offering our retailer partners another strong flavor.”
Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America. As a part of XYIENCE's UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight's critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE. Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.
About XYIENCE (Pronounced z'eye-ence or zy-ince)
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.
About Xenergy (Pronounced zen-ergy)
XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, is the official energy drink of the Ultimate Fighting Championship. The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Orange Fuel, Lemon Blast, Cherry Rush and Citrus Slam. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.
XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-CG3—for increasing strength and stamina and aiding in post-exercise recovery—to high-quality protein supplements such as the XProtein shake or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.