CORONA, Calif. -- Circle K has added two new flavors and a 24-oz. size to the Vixen Energy and Talon Energy drink brand lineups. The new line extensions will debut in April 2007, beginning with the Western U.S. Division Circle K stores. The Vixen Energy and Talon Energy brands are currently exclusive to the Circle K chain in the United States.
New to the Talon Energy line is 16-oz. Talon Blood Punch, which blends natural blood orange flavor with fruit juice. Blood oranges look similar to traditional oranges on the outside, but on the inside have a bloody [image-nocss] looking juice and a unique flavor.
We believe that our core energy drink customers are going to be attracted by the blood punch name and graphics, but keep coming back for the incredible taste and premium energy effects, said Mark Wright, Circle K category manager.
Talon Energy is also entering the newer big-can market with 24-oz. Talon Energy in the original flavor. The new can size is dubbed triple eight, with triple the volume of 8-oz. energy drinks. According to Wright, the 24-oz. segment of the energy category continues to grow in our stores and we are pleased to be able to offer our customers the top selling Talon SKU in that size also.
Vixen Energy is also expanding with the introduction of Vixen FoxPunch. The company said that the new red logo 16-oz. FoxPunch is believed to be the first sugar-free punch energy drink on the market. According to Mark Wright, the citrus flavors are the best selling in the category and the punch flavored Vixen FoxPunch has a strong point of difference within that segment.
The launch and expansion of the Talon Energy and Vixen Energy brands are part of Circle K's strategy to increase category profits and chain loyalty by creating premium brands that start out being exclusive to the franchise., the company said.
According to Chris Wilson, the Corona, Calif.-based Western Divisions' director of marketing, the program gives us a meaningful point of difference over other chains and enhances our category profitability.
Anaheim, Calif.-based Fluid Motion Beverage Inc., which creates branded beverages for large retailers and distributors, is the supplier partner in the product development process and ongoing production of Talon Energy and Vixen Energy.
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