Sneak Energy has partnered with Hasbro’s Transformers franchise to launch two limited-edition energy drink flavours across the wholesale and convenience channel.

The launch includes Frostberry Blast and Mango Meltdown, both of which contain 150mg of caffeine, Brainberry for focus and zero sugar.

Frostberry Blast is a blue raspberry flavour with a cooling finish and comes in an Energon blue can featuring an exclusive Optimus Prime design.

Mango Meltdown combines mango, pineapple and lime flavours with a gentle heat kick, inspired by Bumblebee.

Sneak Energy said the collaboration turns each can into a collectible product, designed to appeal to both existing energy drink shoppers and Transformers fans.

The launch will be supported in stores with point-of-sale materials to boost visibility across the range.

Sneak Energy chief executive Ashley Read said entertainment partnerships helped the brand create more excitement around limited-edition launches.

“Our audience shows a pattern of deep fan participation and, as a result, entertainment partnerships like this help Sneak to turn limited editions into bigger brand halo moments,” he said.

“This ultimately gives consumers another reason to engage with the brand, and retailers another reason to give them incremental visibility.”

Sneak Energy is also partnering with the official Transformers store at Battersea Power Station to support the launch with sampling and giveaways.

Read added: “We’re also teaming up with the official Transformers store at Battersea Power Station to drive fan discovery with sampling and exclusive goodies up for grabs.”

Frostberry Blast has already been commended in the UK Soft Drink Awards in the Best New Drink Concept category.

The new flavours will be widely available across wholesale and convenience from the end of May, with listings confirmed across CJ Lang, AF Blakemore, Bobby’s Foods and Co-op Wholesale.

The range will also be available in Tesco stores across Northern Ireland.

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