PURCHASE, N.Y. --7-Eleven Inc. is getting the first crack at Amp Energy’s new organic product line.
Amp Energy Organic is “for consumers who want the energy boost and great taste of Amp Energy but with simpler, organic ingredients,” according to parent company PepsiCo. Purchase, N.Y.
The new products feature the familiar boost of energy and flavors fans have come to expect from Amp Energy, now formulated with organic ingredients. Amp Energy Organic will launch with four flavors—Citrus, Pineapple Coconut, Grape and Tropical Burst—available exclusively at 7-Eleven convenience stores nationwide starting Aug. 28.
Amp Energy Organic drinks are made with five ingredients: organic cane sugar, organic caffeine from green coffee beans, carbonated water, citric acid and natural flavors. Packaging of the 12-ounce canned drinks is designed “with imagery that evokes refreshing, organic energy in four colorways” to reflect the flavors, the company said.
"Amp Energy Organic is the culmination of a multiyear work stream to better meet the emerging needs and desires of an evolving energy consumer. 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 of flavors and energy. "Amp Energy Organic is for everyone who at times needs that extra boost to find success in their everyday endeavors, and we want to provide the best possible ingredients to fuel them."
"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."
As part of the rollout, PepsiCo will launch the Organically Unstoppable campaign, which features a digital and social plan, in-store advertising and a free Amp Energy Organic program Sept. 5-10 at participating 7-Eleven stores, available via the 7-Eleven Rewards mobile app.
Amp Energy Organic will be sold at a suggested retail price of $1.99 and promotional price of two for $3 at 7-Eleven stores nationwide, expanding to additional retailers across the country in early 2018.
Based in Irving, Texas, 7‑Eleven operates, franchises and/or licenses more than 63,000 stores in 18 countries, including 10,900 in North America. It is the No. 1 chain in CSP’s 2017 Top 202 list of the largest c-store chains in the United States.
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