XS Energy Drink is an energy drink manufactured by a California-based company[1], and exclusively distributed by Quixtar and Amway Global in the USA, Canada, New Zealand, Australia and the UK.[2]
XS Energy Drink was the first to make an energy drink in a specific flavor and the first to use the 'Sugar Free' label.[1] It was never intended nor marketed to be a diet drink. The first energy tea was also introduced by XS Energy and now there are two in their line up. Both are non carbonated and contain green tea.
The company's focal point is to bring flavors to consumers that they love, but without the carbs and sugar.[2] They are available in a variety of flavors, including three that are caffeine-free. All of the XS Energy Drinks, except the caffeine-free flavors, have approximately 83 milligrams of caffeine. This is the equivalent to a one ounce shot of espresso. In contrast, a tall cup of Starbucks coffee contains approximately 225mg of caffeine. XS drinks contain slightly less caffeine than market leader Red Bull. However, an average soft drink, like Coke, will contain approximately 44mg of caffeine. [3] The drinks contain between zero and two grams of carbohydrates, and hold between eight and sixteen calories[4], chiefly from the amino acids taurine and glutamine. They are sweetened with Acesulfame potassium (Ace K) and less than one half gram of sucralose instead of sugar. They also contain a variety of adaptogenic herbs (except the caffeine-free), including Eleutherococcus senticosus, Panax ginseng, Panax quinquefolium, Schisandra, Astragalus, Echinacea purpurea, and Reishi, and are high in B vitamins.[5][6] According to the distributor, the drinks are packaged in 8.4 ounce (250ml) size cans because that size fits in briefcases and purses, minimizes waste, and can be more comfortably held.[7]
In a 2003 survey by BevNet.com XS Citrus Blast was ranked the third most popular Diet Energy Drink ranked on consumer taste/appearance.[8] The company's six-month forecast for sales was sold the first weekend with Quixtar.[2] According to David Vanderveen, co-founder of the XS brand, XS Energy Drinks did over $51 million in retail sales in its first year with Quixtar (September 2002 - August 2003), making it the number 2 selling energy drink.[9] Sales for the second year were over $70 million, $90+ million the third year and over $120 million the fourth. By the end of the fourth year, 2006, XS was the fastest growing energy drink brand, with more than 5 million cases sold that year. This is all accomplished without advertising and promotion like other energy drinks.[2]
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