Circle K Florida, DNA Sign New Merchandising, Marketing Deal

Retailer will carry commpany's energy drink, snacks

Published in CSP Daily News

TEMPLE TERRACE, Fla. -- Circle K's Florida Region has forged a new merchandising and marketing agreement with DNA Brands Inc. This is the fifth consecutive marketing agreement between the two companies.

DNA Brands makes DNA Energy Drink, DNA Beef Jerky and DNA Shred Stix. DNA Energy Drink is a proprietary blend of ingredients in four flavors: Citrus, Lemon Lime, Sugar Free Citrus and "Cranrazberry."

"DNA has shown over the past four years to be a great partner that has set itself apart from the others through creative marketing and great taste. We feel very confident this partnership will prove to be a great one for Circle K," Ron Ashley, Circle K category manager, said.

"Working closely with the great people at Circle K last year led to significant growth within their stores over the previous three years. Because of enhanced merchandising efforts by our own distribution company, Grass Roots Beverage, we look for 2012 to lift us up to the next level in the category while increasing value to Circle K's energy drink section," said DNA's vice president of sales, Russ Rickon.

"Partnerships of this caliber will enable DNA to reach its goals, as it moves towards becoming a national brand," he added.

Independent retailers throughout the state sell the DNA Brand products as well as national retailers including Walgreens, CVS, RaceTrac and Circle K.

Boca Raton, Fla.-based DNA Brands has earned national recognition through its sponsorship of the DNA Energy Drink/Jeff Ward Racing team, where it competes on a world-class level in supercross and motocross, reaching millions of fans. DNA Energy Drink can also be found in other action sports such as surfing, BMX, wakeboarding and skateboarding.

Circle K Florida has its headquarters in Temple Terrace, Fla.

Circle K is a brand of Laval, Quebec-based Alimentation Couche-Tard Inc., which has annual revenues of more than $15.8 billion and a convenience store network of approximately 5,800 locations. These stores--under three main brands, Couche-Tard and Mac's in Canada and Circle K in the United States--are located across 10 provinces of Canada in three geographic markets (East, Center and West) and across 43 states and the District of Columbia in eight major U.S. markets (Great Lakes, Midwest, Southeast, Florida, Gulf, Arizona, West Coast and Southwest).

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