XYIENCE Introduces Xtreme Energy to Xenergy Drink Line

XYIENCE introduces Xenergy Xtreme Energy to their line-up of sugar- and calorie-free energy drinks. Xtreme contains more B12 vitamins than the original Xenergy and slightly more caffeine.
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LAS VEGAS, NEV. (April 1, 2009) XYIENCE, makers of the official energy drink of the UFC, introduces Xenergy Xtreme Energy Drink. Available in a 16-ounce black can with less copy and edgier graphics, Xtreme is targeted at a younger demographic than the original Xenergy in a silver can. Also sugar- and calorie-free, Xtreme contains more B12 vitamins than the original Xenergy and slightly more caffeine. Available in four flavors that better serve the youth market --Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak'd, Xtreme is expected to hit retail shelves in May.

The original Xenergy in the silver can, which appeals to a more mature energy drink use, remains XYIENCE's Premium Energy Drink and is available in the brand's most popular flavors: Cherry Lime, CranRazz, Mango Guava and Blu Pom. While there are slight modifications to the silver can's design, it continues to highlight that the drink is sugar- and calorie-free as well as low in carbohydrates, which is important to the more mature consumer.

Xenergy's silver and black cans are co-branded with the XYIENCE and UFC logos.

“As we evaluated our consumer base and began planning to reach out to a broader demographic, it was apparent that the one-size-fits-all approach wasn't the most effective. The younger consumer is more concerned with brand image than nutritional value, so we made adjustments to packaging and to POS,” explains Csaba Reider, XYIENCE CEO and president. He adds, “We haven't compromised the integrity of our product. Xtreme is a great-tasting, sugar- and calorie-free group of drinks. By offering the consumer two choices, we're enabling the entire family to be Xenergy users. Parents love the fact the drinks are sugar- and calorie-free. It's a healthier option for their diet and for that of their children.”

According to a panel of health and nutrition experts led by Barry M. Popkin, a professor at the University of North Carolina, 21 percent of the calories Americans consume come from liquid calories found in colas and fruit drinks with added sugar. Additionally, in the January 2009 issue of “The American Journal of Clinical Nutrition”, researchers found that in the past 20 years people have added 50 calories of sweetened beverages daily, an average of 300 calories a day coming from drinks. Researchers believe that cutting these added calories could result in losing up to 2.5 pounds a month.

Many energy drink brands are jammed with superfluous calories and sugar. Red Bull has 160 calories, 39 grams of sugar and 40 grams of carbs per 12-ounce can; and Rockstar has 140 calories, 31 grams of sugar and 31 grams of carbs per 8-ounce can. Xenergy's 16-ounce can has the same get-up-and-go functionality of these high-calorie brands sans the calories, sugar and high-carb count.

About XYIENCE
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.

Xenergy (A combination of Zen and Energy, 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 Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak'd. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.

XYIENCE Supplements
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.

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