No-Fear-re-sealable-canAimia Foods, the leading supplier of hot and cold drinks, made history earlier this year with the with the launch of brand new energy drink “No Fear Extreme Energy” in the UK’s first ever re-sealable can.

In a matter of months, “No Fear Extreme Energy” has captured the attention of the £550 million UK energy drinks market, including consumers and competitor brands.

Extreme Energy is produced by Aimia for the US-based, multi-million pound extreme sportswear brand, No Fear. This is a key selling point in itself; the brand has an existing global presence and edgy reputation which will appeal to image conscious core energy drinks target market, males aged 16 to 24.

The new 485ml re-sealable can is differentiated from any rival competitor with its unique ‘twist and shut’ feature. The re-sealable element will provide added appeal to its active, ‘on the go’ audience.

No-Fear---Open-&-close-imageLarger can formats are continuing to grow in popularity within the UK, with consumers opting for more ‘buzz for their Money’.
However, research has shown that the large cans can lead to wastage by consumers who don’t want to drink 500ml of energy drinks in one go. No Fear Extreme Energy offers a solution to this, providing better value for money as once opened, it can stay carbonated for up to 24 hours with its re-sealable lid, and so can be consumed over a longer period of time and even prevents spills whilst on the go.

The can will also create stand out on the shelf with its high impact matt black finish, attention grabbing design and iconic logo, combined with a competitive RSP of £1.19-£1.39

The new product is being supported by an extensive national marketing campaign, using both online and offline media throughout 2010. A £1 million investment is being made into the product over the next 12 months and will include TV sponsorship, national advertising, promotions, national events, PR stunts and an ongoing dedicated press office.

Neal Haworth, category marketing manager at Aimia Foods, says: “No Fear Extreme Energy is a hugely exciting proposition. A well-established brand, already synonymous with extreme sports and attention grabbing campaigns, No Fear is edgy and holds massive appeal with energy drinks’ key audience. This, coupled with the innovative and quirky re-sealable can, gives it the potential to be a new ‘must-have’ drinks brand for a young male audience.

“In the five months since our initial launch, No Fear Extreme Energy has already become an in demand product. Feedback from our sales teams have been very positive, demand is especially strong in the convenience sector, where retailers have reported sales outstripping other Energy drink brands. It’s important wholesale and cash & carry customers keep pace and if they have not already done so they list No Fear at an early opportunity to take advantage of the seasonal surge for soft drinks.

“We are already looking to the future and are in the process of expanding the current offering of No Fear Extreme Energy. We believe the product has huge potential and it will be exciting to see the brand go from strength to strength.”

No-Fear-logoRetailers will also be able to capitalise on the good profit margins to be made with No Fear Extreme Energy, which Aimia says ‘delivers the best POR in large format can’ No Fear 24 packs can be sold either as single cans or 4 x 6 multipacks so there is flexibility for the trade to sell in the case size that best suits their customer base. Trade customers can then choose to sell the product in a six pack, individually or by the case of 24.

No Fear ‘Extreme Energy’ is the latest big brand name to add to the Aimia Foods license portfolio within cold drinks. It joins Slazenger S1 sports drinks, a hypotonic sports drink Aimia launched last year that became the official sports drink of choice at a number of high profile sporting events and Outspan Drinks which are available in pure juice, Juice drinks and smoothies all with no artificial colours, flavours or preservatives.

For more information about No Fear Extreme Energy please phone 01942 408600 or email

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age
Get Wholesale Manager delivered to your inbox for FREE
Join over 15k subscribers