ADDISON, Texas -- Boo Koo Holdings Inc.—which is changing its name to Performing Brands Inc., reflecting its objective to transition from an energy beverage maker to a broader-based consumer beverage company focused on health, wellness and functional benefit beverages—said that its new beverage, BooKoo Burner+, will launch with Coca-Cola Bottling Co. Consolidated, the nation's second largest Coca-Cola bottler.
Coke Consolidated will distribute BooKoo Burner+ to more than 2,000 of its current convenience store customers throughout Nashville, Tenn.; Mobile, Ala.; Panama City, [image-nocss] Fla.; and other surrounding markets.
BooKoo Burner+ adds protein to typical energy drink ingredients such as taurine, ginseng, caffeine, b vitamins. It is a noncarbonated energy drink with 20 grams of whey protein. This new drink contains no sugar and two carbohydrates.
"The launch of BooKoo Burner through one of the largest bottlers represents a significant opportunity to rapidly penetrate the energy beverage market," said Steve Solomon, chairman of Boo Koo.
BooKoo Burner+ will offer three flavors; Dangerine, a raspberry flavor with a blend of tangerine; Pummelgranite, pomegranate blended with blackberry; and Main Lime, a lime flavor. All flavors will be available in 16-oz. cans.
'We believe BooKoo Burner represents an exciting addition to the energy beverage market, and look forward to using our broad distribution network to provide consumers with the opportunity to enjoy the product,' said Mel Landis, senior vice president and chief marketing and customer officer.
The new brand will be supported with media and sampling in the Coca-Cola Bottling Co. Consolidated markets.
Addison, Texas-based Boo Koo currently develops, produces, markets and distributes alternative beverage category energy drinks under the Boo Koo and Gazzu brand names. Boo Koo currently sells and distributes its products in parts of the United States and Canada through its network of regional bottlers and other direct store delivery distributors, including independent Coca-Cola, Cadbury Schweppes and other wholesale distributors. Gazzu is sold exclusively to Circle K. Boo Koo's products are sold primarily to mainstream convenience and grocery store chains, drug stores, gas stations and other retail outlets.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.