February 07, 2011 16:11 ET

XYIENCE Unleashes Xenergy Xtreme Fruit Punch in a Limited Edition Can Featuring MMA Superstar Dan "The Outlaw" Hardy

The Official Energy Drink of the UFC Launches New Xenergy Flavor at UFC 126

LAS VEGAS, NV--(Marketwire - February 7, 2011) - XYIENCE, maker of Xenergy, the official energy drink of the UFC, announces the addition of Fruit Punch to its Xenergy Xtreme lineup of flavors: Orange Fuel, Cherry Rush and Citrus Slam. The refreshing new Fruit Punch is a blend of flavors from natural sources, including cherry, orange and tangerine, making it a healthy option for athletes and fans alike. Yet this punch comes with a twist: it's packaged in a limited edition can that features the British mixed martial arts (MMA) sensation Dan Hardy, a UFC welterweight and XYIENCE team athlete. The sugar and calorie-free 16-ounce energy drink made its debut on Feb. 5 at UFC 126 at the Mandalay Bay Events Center in Las Vegas. 

Fruit Punch is available to distributors immediately. The limited edition Fruit Punch collector can is expected to hit retail shelves early in the second quarter and XYIENCE anticipates that the new flavor will sell through quickly. 

"We evaluated the current trend research to find the flavor profile that would resonate most with our demographic -- and Fruit Punch is clearly a favorite," says Michael Levy, XYIENCE CFO and COO who led the initiative to bring Fruit Punch onto the Xenergy team roster. As for the decision to include one of XYIENCE's pro fighters on the can, Levy admits that was a bit less scientific. "Ours is an office of sports fanatics, especially MMA. Collecting trading cards, autograph cards and memorabilia is a part of being a fan. Now Xenergy and MMA fans can 'pound the punch' with Dan," he says. 

In sync with Fruit Punch's appearance on the retail level, XYIENCE will launch a national consumer advertising campaign featuring Hardy, who is slated to fight March 26 at UFC Fight Night 24 in Seattle. A social media campaign to raise awareness of the new flavor launched in conjunction with UFC 126.

According to John Lennon, XYIENCE's president, the limited edition can is in step with the brand's belief in creating authentic relationships with both its loyal consumer base and chosen sport. "XYIENCE built its foundation in MMA and the brand loyalty there is very strong," explains Lennon, who took the reins at XYIENCE in late 2010. Lennon notes that limited edition can featuring Hardy is another example of the unique ways in which XYIENCE and its retailers can continue to offer energy drink consumers a unique experience.

About XYIENCE (pronounced zy-ince)
is the maker of Xenergy, the first energy drink created by a nutrition company. Xenergy Premium and Xtreme are sugar and calorie-free energy drinks and are available throughout the United States and Canada. Visit for details.

Contact Information

  • For more information, please contact:
    Stephanie Forte
    Forte Creative Media PR for XYIENCE
    Email Contact