The beverage entrepreneur is launching Adrenaline Shoc, or A Shoc, as "a modern smart energy drink designed for today's active generation." National sales and distribution will be handled by KDP, which also has made an investment in the brand.
"We are extremely focused on Adrenaline Shoc's unique positioning in the market, with emphasis on the active fitness enthusiast and the growing consumer demand for healthier and more functional alternatives to traditional energy drinks," Collins said. "We're placing A Shoc in traditional energy doors, as well as new fitness-enhanced energy space that retailers have created to help target consumers looking to purchase performance energy drinks."
Collins said A Shoc formulas were developed to meet a shift in consumer preference for healthier and more functional energy beverages with clean labels sharing full transparency in ingredients. The new drink includes a proprietary high-performance natural energy blend of green coffee beans, yerba mate, coffee-fruit extract and guarana, as well as naturally sourced electrolytes from ocean minerals and nine essential amino acids, including BCAAs, to help with recovery. The product line was formulated with no sugar, carbs, calories or chemical preservatives.
A Shoc will roll out in June in eight flavors: Acai Berry, Cotton Candy, Sour Candy, Smart Energy, Frozen Ice, Fruit Punch, Watermelon and Peach Mango.