It sells like a candy, is regulated like a vitamin supplement and goes down like a beverage. Meanwhile, its core consumer has been described as anything from an on-the-go soccer mom to a blue-collar factory worker to a trucker rushing to make a delivery without a pit stop.
The energy shot has brought cross-category and -demographic appeal to the c-store, with its channel dollar sales roaring up nearly 105% to reach $455.9 million, and unit sales up 96.5%, for the 52 weeks ending July 12, 2009, according to Information Resources Inc. (IRI), Chicago.
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