Extreme is a new premium sports and energy drink range, which targets the millions of 18-34 year olds who are attracted to the thrill-seeking extreme sports lifestyle. Vimto Soft Drinks has been awarded the licence to produce the drinks by the Extreme Sports Company.
There are two drinks. Extreme Energy is a carbonated stimulation drink containing caffeine, taurine, glucosamine and vitamins. It comes in 500ml price-marked packs of £1.39, and is supported by a bogof launch promotion within impulse. Extreme Sport is said to be the only action sports focused isotonic sports- drink on the market containing glucose and dextrose. It is a still tropical flavoured drink, which comes in 500ml price-marked packs of £1.19. It is also supported by a bogof promotion.