Amway forays into Energy Drinks & Energy Bars

Amway India Enterprises Pvt Ltd, the country's leading Direct Selling FMCG Company, has announced its venture into the Energy Drinks and Energy Bar segment, with the launch of Amway XL Energy Drinks and Amway XL Energy Bars. The Amway XL Energy drinks come in two flavors of Citrus Blast and Tropical Blast Amway XL Energy Bars are available in Apple Cinnamon & Fruit & Nut flavors. The new products would be manufactured near Kullu, in Himachal Pradesh.

At the launch of Amway XL, Mr. William Pinckney, MD & CEO, Amway Corporation India said, "With the positive changes in the perception of health & fitness in India, we foresee a huge potential for supplementary foods like XL. Amway strives to touch the lives of its consumers in all its endeavors and it is with this aim that we have launched XL in India."

Amway XL Energy Drink has no carbohydrates, no sugar, no fat & marginal caffeine and it is a quick & healthy solution to do away with fatigue and stress. Every 300 ml contributes to only 8.1 Kcal coupled with energizing B Vitamins that rejuvenates the mind & body, stimulates metabolism, increases stamina & physical endurance and concentration. It also contains Amino Acids which are good for health and wellbeing. A pack of 6 Energy drink bottles costs Rs 450/-.

Amway XL Energy Bars offers all the ingredients to fight the interim hunger pangs. One bar, 35gms, offers 140 Cal of energy along with the additional benefits of Protein, Iron & Calcium. A pack of 6 Energy bars costs Rs 240/-. As is with all Amway products, both the XL products would be sold exclusively by Amway distributors.

"Amway has had a good year so far and we are confident of breaking through the Rs 1000 crore ceiling this year," said Pinckney. He added the introduction of new products such as XL, were rapidly propelling Amway to the landmark. "We are confident that the Amway XL Energy Drink will be a Rs 25 crore brand in one year, and that we will capture 50% of this segment in 3-5 years." The energy drink segment is currently a Rs 500 crore market. 

Sourced From: Hanmer MS&L Communications Pvt. Ltd