Extreme sports and energy drinks arrive at Tesco - Licensing.biz

Extreme sports and energy drinks arrive at Tesco

The lifestyle brand has secured its first grocery retail deal with sports drinks entering 600 stores across the UK.
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Lifestyle brand Extreme is celebrating its grocery retail debut following a new deal with supermarket giant Tesco.

The latest deal – secured via its licensee Vimto - will see the company’s new range of sports and energy drinks enter 600 Tesco stores across the UK.

The line includes Extreme Sport, a tropical flavoured sports drink designed to replenish lost fluids and carbohydrates during exercise, and Extreme Energy ,a carbonated energy drink.

To support sales of its new drinks range, Extreme is running a series of competitions across its Facebook page, supporting 78 sponsored athletes and running an event sponsorship and sampling campaign across 58 events this summer.

Extreme CEO, Al Gosling, said: “Extreme is a fast growing brand within the licensing industry that has a dedicated following who are looking for products that suit their ‘full-on’ lifestyle.

“Working with Vimto, we are incredibly pleased to have bought the first Extreme licensed product to the grocery market.

“We are working with a range of licensees on additional Extreme products across other categories and will announcing more deals and extending the Extreme product range soon.”

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