PepsiCo owned AMP Energy has launched a four-strong line of organic drinks to meet consumer demand for “simpler” ingredients.
Billed as “Organically Unstoppable” the USDA-certified products – in Citrus, Pineapple Coconut, Grape and Tropical Burst flavours – are available exclusively at 7-Eleven stores across the US, from 28 August.
AMP Energy Organic feature a newly designed 12-ounce can with imagery designed to “evokes refreshing, organic energy” in four colorways.
“With this exciting new introduction, we will provide consumers with an alternative to obtain the energy they need through the organic ingredients we know they want,” said Justin Schwarz, marketing director, flavors and energy.
“To meet the desires of millennial customers for products made with simpler and organic ingredients, 7-Eleven offers a variety of choices,” said Todd McFarland, 7-Eleven Senior Product Director for Vault. “AMP Energy’s new organic line of energy drinks in stores is a great addition to our growing line of organic options.”
The “Organically Unstoppable” campaign will feature a digital and social plan, along with in-store advertising and a free AMP Energy Organic program from September 5 – 10 at participating 7-Eleven stores, available on the 7-Eleven Rewards mobile app. AMP Energy Organic will be sold at a suggested retail price of $1.99.