SunnyD Testing Energy-Drink 'Alternative'

New beverages target teenagers without caffeine or taurine

Published in CSP Daily News

SunnyD X Energy Drink

CINCINNATI -- Sunny Delight Beverages Co. is test marketing SunnyD X, a carbonated juice drink designed as an alternative for people seeking energy drinks. SunnyD X is a new sparkling juice drink, offering fruity taste and energy without caffeine. Currently, SunnyD X is available in independent convenience stores and select grocery chains in Boston, Philadelphia and Washington D.C.

"SunnyD X offers more than the intense taste and 100% Vitamin C you would expect. It also offers a different kind of pick me up: carbonated energy that is uniquely provided by a combination of  three carbohydrates, as well as seven B-vitamins to help metabolize the carbohydrates into energy," said David Zellen, associate marketing director. "Simply put, SunnyD X offers the energy teens crave without the ingredients moms tell us concern them, such as caffeine and taurine. It's a win-win."

SunnyD X is available in 16-oz. cans. The cans have a large black X design that is bordered by a bold color (orange, green or red) to help signify and differentiate the three energizing flavors: Orange, Lemon Lime and Fruit Punch.

The brand's marketing plan will include sampling at venues and locations of interest to teens, such as concerts, sporting events, skate parks and beaches; in-store signage; social media; and a new website, www.sunnydx.com.

Distributors handling the launch of SunnyD X include: Canada Dry Delaware Valley Bottling Co., Canada Dry Potomac Corp., Great State Beverage Hooksett NH and Blue Coast Beverage.