F’real is joining the energy game with a new line of hydrating, blend-it-yourself frozen beverages in two flavors, Blue Raspberry and Strawberry Watermelon.
The f’real line, owned by Buffalo, New York-based Rich Products, is rolling out the 12-ounce Energy Freeze at more than 20,000 retail locations nationwide later this year. The company a few weeks ago debuted its first plant-based frozen blend.
“As the first caffeinated, frozen blend made with coconut water, the product innovation marks the expansion of f’real offerings beyond shakes and smoothies to an entry into the booming $14 billon energy beverage category, while also providing consumers with a new occasion for enjoying their favorite BIY [blend-it-yourself] treats,” the company said.
F’real’s frozen energy beverage “will provide a refreshing, hydrating twist on the grab-and-go pick me up,” the company said. Each unit contains 100mg of caffeine from green coffee extract for a “burst of energy that recharges.”
Energy Freeze, which has a coconut water base, is available in Blue Raspberry or Strawberry Watermelon. The beverages are frosty and smooth.
Blue Raspberry “packs a delightful punch with the perfect balance of tart and sweet and is bursting with fruity flavor,” f’real said. “Strawberry Watermelon is sweet, juicy and crisp, with refreshing and revitalizing flavors.”
The two flavors will join f’real’s core lineup of seven milkshakes, three whole-fruit smoothies and rotating limited-edition offerings.
“Millennials and Gen Z see energy as more than just a way to hustle, but a boosting reward that is as expressive as they are,” said Megan Grinstead, Rich Products corporation vice president of customer marketing and strategy. “F’real Energy Freeze is designed to be a fun, customizable and refreshing treat that empowers our consumers to stay vibrant and energized on their own terms.
“Whether seeking an extra boost to stay awake, combat fatigue, or improve focus and alertness, Energy Freeze offers a delicious and affordable beverage that allows them to blend boldly and seize the day,” she added.
The frozen blends will be sold individually for $3.50 at retailers nationwide from convenience stores to college campuses including Maverik, Kwik Trip, Circle K, Yesway and more.
This f’real beverage is the latest in a string of news related to energy drinks.
Laval, Quebec-based Circle K has a 16-ounce Monster energy drink as part of a $4 meal deal announced last month. Also last month, several Hershey confections will be featured in the energy drink and pre-workout powder categories in the company’s new partnership with Nutrabolt, which owns energy drink C4. Finally, Keurig Dr Pepper last week acquired Ghost Energy for almost $1 billion.
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