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Anheuser-Busch and 1st Phorm have announced the launch of their new energy drink line, Phorm Energy, across the US.
The new line is available in four flavour varieties: Screamin’ Freedom, Blue Blitz, Orange Fury and Grape Smash.
Screamin’ Freedom contains a combination of fruity flavours including blueberry, cherry and citrus. Blue Blitz combines blue raspberry with the sweetness of cotton candy, while Grape Smash also takes inspiration from confectionery with a flavour inspired by grape candy and grape soda. Orange Fury offers a mixture of orange soda and tangy, candied orange flavours.
The drinks contain natural caffeine from green tea, electrolytes for hydration and a blend of ingredients aimed at supporting mental focus. They contain zero sugar or artificial flavours.
Phorm Energy is the first innovation to launch as a result of the partnership between Anheuser-Busch and sports nutrition brand 1st Phorm, both headquartered in St Louis, Missouri, US. The partnership, first announced in January, also involves sports and entertainment businessman Dana White, CEO of the Ultimate Fighting Championship.
Brendan Whitworth, CEO of Anheuser-Busch, said: “With the launch of Phorm Energy, we’re bringing together two American companies based in St Louis and Dana White – all united by a powerful commitment to brand-building, quality, innovation and meeting the evolving needs of consumers”.
He added: “I couldn’t be more excited to take on the energy category with this partnership and product, and alongside our world-class distribution network and team, I can’t wait to bring Phorm Energy to consumers across the country”.
Sal Frisella, CEO of 1st Phorm, commented: “Phorm Energy was built for the people who are committed to getting better by showing up and doing the work every day, no matter the circumstance. This partnership is about honouring that mindset and together we’re going to build something disruptive, powerful and uniquely special.”
Phorm Energy is available to consumers over 18 now, having already launched online with retail distribution soon to follow.
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