Sports nutrition giant Grenade has made its debut in the energy drinks category with Grenade Energy.
The “fruity” drink packed “the same punch as two espressos” claimed the brand. It contains natural caffeine from coffee beans and no sugar, as well as magnesium for hydration, B vitamins and branched-chain amino acids (‘building blocks’ of protein).
Grenade Energy (rsp: £1.99/330ml) was ideal for “gym fanatics, on-the-go parents and busy workers” who were looking for “a quick fix or a little motivation” claimed the brand.
The drink is available now on Amazon, and will launch into Holland & Barrett, Budgens and Londis from Monday (2 December). It joins an energy drinks market that is up 8.1% in value to £1,330.3m on volumes up 4.4% [Nielsen 52 w/e 7 September 2019].
Grenade CEO and co-founder Alan Barratt said the brand was “pumped to take the energy world by storm”, adding it was offering something different to the market in “true Grenade style”, while also “immersing the brand into the category”.
It comes as Grenade – which makes high-protein shakes, spreads, biscuits and protein bars – is set to be the subject for a multimillion-pound bidding war as its private equity owners prepare to sell the brand.
It recently reported a 30% year-on-year rise in revenue to £37.6m.