Bucharest, October 20th, 2021
With the cold season emerging, HELL ENERGY, the leader of the energy drinks market in Romania1, launches two new winter flavors, Nordic Red, with pomegranate flavor and Nordic Turquoise, with kiwi and kumquat flavor.
The sweet-sour taste of the energy drinks from the limited edition Ice Cool is highlighted by a packaging with a holiday design in Scandinavian motifs, made of aluminum with high recycled content, with a content of 32 mg of caffeine / 100 ml of product and 5 vitamins from the complex. B (niacin – B3, pantothenic acid – B5, pyridoxine – B6, riboflavin – B2, cobalamin – B12). Each energy drink has the same caffeine content as an espresso or two cups of tea.
„HELL ENERGY launched for the first time the limited edition Ice Cool in 2012, the one from this year being our 10th limited winter series. Until last year, the design changes of the limited editions were minimal, but starting last winter we decided to come up with another type of design, an innovative one. HELL ENERGY consumers can test and enjoy the new Ice Cool products starting this November and can find them in more than 10 countries, including Romania, Bulgaria, Greece, Croatia, Slovakia and Turkey, in all stores where our brand is available”, said Márton Domokos, Executive Director at HELL ENERGY România.
HELL ENERGY drinks contain high quality ingredients: almost 90% water, granulated sugar which provides energy, caffeine and vitamins, without the addition of preservatives. The products pass over 100 verification tests until they reach the market, in one of the best production plants in Europe.
Moderate caffeine consumption brings a lots of benefits to the body, among the best known being stimulation and increasing of concentration. Caffeine can be found in many types of products (tea, coffee, cocoa, sweets, energy drinks), in different concentrations, and a healthy adult can safely consume up to 400 mg of caffeine per day, the equivalent of five energy drinks per 250 ml2, accoding to a recent study conducted by European Food Safety Authority.
However, HELL ENERGY strongly believes that moderation and balance are essential for maintaining well-being and recommends consuming of no more than one energy drink per day.
1 HELL ENERGY is the leader in the local energy drinks market in terms of total value and number of units sold. This calculation is based on data reported by Nielsen through its Retail Measurement Service for the Energy Drinks category for the 12-month period ending May 31st 2021 for the Romania total retail market (Copyright © 2020, Nielsen).
2European Food Safety Authority, Scientific Opinion on the safety of caffeine, 2015 (https://www.efsa.europa.eu/sites/default/files/corporate_publications/files/efsaexplainscaffeine150527.pdf)
About HELL ENERGY
HELL ENERGY is one of the fastest growing brands in the consumer goods sector, with products sold mostly in Europe and Asia.
HELL ENERGY was founded in 2006 as a family business and still operates under the same patronage. The brand became the leader in the Hungarian energy drinks market in a record time of only four years. Thanks to its creative concept, sales strategy and memorable marketing campaigns, today HELL is present in over 50 countries around the world. Since 2017, the company produces its own packaging in its own aluminum factory, QUALITY PACK, equipped with ultramodern technology.
In 2018, HELL ENERGY launched a global campaign featuring Bruce Willis as a brand ambassador. Due to the continuous innovation in terms of product portfolio, in 2019, the brand launched a new category of products, based on coffee and milk.
HELL ENERGY’s business is based on two pillars: high-quality beverages and good value for money.