Importer and distributor Fruity Beverages Limited is bringing Bomba Energy drink to the UK.
The brand, produced in Austria, is already available in mainland Europe, Australia and north America, as well as the Middle East and Asia.
It will be supported here by a six-figure marketing launchpad
Each of the four mineral water-based flavours contains caffeine, taurine, guarana and vitamins and comes in a distinctive grenade-shaped bottle with ring-pull colour-coded caps. Rsp is £1.20 for 25cl.
Aimed at 16 to 35-year-olds through retail outlets, clubs, bars and restaurants, Bomba Energy comes in cases of 24. During the launch period, these will be supplied with PoS material.
Support is set to include a series of student nights and advertising in extreme sports, music and club titles.
Tee Sheth, co-proprietor, said the company was taking its lead from countries where the brand was successful.
“We hope to capitalise on the recognition factor from Brits who have enjoyed Bomba Energy abroad,” he said.