Source: Ceylon Today, Tuesday 2 April 2013
Hype energy drink hypes the Sri Lankan market
Hype Energy was one of the first energy drinks to hit the market way back in 1994.
Originally launched by Hard Rock Café founder Barry Fox, Hype Energy became heavily involved in motor-sport by first sponsoring the Arrows Formula One team and subsequently Benetton F1, Williams F1, a NASCAR outfit and several motorbike teams.
Associated with the Formula one party lifestyle and with a strong presence in the paddock, Hype Energy commuted huge funds to sponsorship in order to achieve global recognition and establish worldwide distribution.
In 1997, former Formula One racing driver and 24 Hours of Le Mans winner, Bertrand Gachot, signed a distribution agreement with Hype Energy in order to introduce the product to France. Gachot was one of a handful of distributors who remained seriously committed to the brand and in the 1998 he approached the Swiss licensor to buy the company holding the Hype Energy trademarks.
In May 2000, after two years of negotiation, Gachot came to an agreement and restructured the company. Until 2000 Hype Energy had four products in its portfolio: Hype MFP with a strawberry and cranberry flavor, Hype Energy Morning Rush with a citrus flavor, Hype Passion Attack with passion fruit and Hype Night Boost with peach.
In May 2000, the company launched a new version of Hype Energy into selected markets. The culmination of 18 months of development, Hype Energy now used fresh fruit juice, contained 10 vitamins and had no artificial colors or preservatives, as it was pasteurised. The improved Hype Energy product gave the company a substantial boost.
It was first launched in France and the Persian Gulf, then the USA and Canada, and by 2001 it had achieved significant global growth. Today, the Hype energy drink range comprises Hype Energy, Hype Energy MFP, the low-calorie Hype Energy Enlite, and, the newest flavor, Hype Energy Organic.
The brand is now available in more than 40 countries across the globe from the USA, Canada, Honduras and Panama to Africa and the Middle East. Hype Energy is manufactured in the USA, Canada and the Netherlands, and has marketing headquarters in Europe and Dubai.
The opportunity of tasting HYPE is currently available with The United Holdings Services (Pvt) Limited. It is placed in the super market network of Arpico and Laugfs. The youth of Sri Lanka is having a go with HYPE in most of the hotels, clubs, pool parlors and gymnasiums.
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