On-trend category “Zero”: Energy Drink 28 BLACK expands its portfolio with addition of new sugar-free variety

Luxembourg/Berlin, 12 September 2017. No sugar and no calories – just 100% flavour and energy – that is the motto of the latest new product from 28 BLACK. With its new variety Absolute Zero Guava-Passion Fruit, 28 BLACK is doing more than expanding the range of flavours on offer – it is also responding to the growing demand for flavoured energy drinks in the “Zero” category. “In order to take full advantage of the potential offered by our target group, it was important to us that we find a way to expand our range by adding a product that satisfies the consumer yearning for an energy drink without sugar or calories but with the same full flavour experience,” says Felin-Joy Sade, 28 BLACK Marketing Director. “With Absolute Zero Guava-Passion Fruit, we have succeeded in every respect by creating a drink that is full of energy and intense favour, and entirely without sugar and calories.”

The new variety will be available in Germany in retail outlets starting in January 2018. Alongside additional displays in retailers, from Week 2 / 2018 the product launch of 28 BLACK Absolute Zero will be accompanied by print and outdoor advertising, activities on 28 BLACK social media channels and a television spot. Like all 28 BLACK products, 28 BLACK Absolute Zero Guava-Passion Fruit contains no taurine or artificial preservatives, is lactose-free, gluten-free, and suitable for a vegan lifestyle.