In 2004, the energy drink category was fairly new, but growing fast in convenience stores. Similar to traditional sodas, energy drinks were confined to store coolers. But what if an energy product could be adapted to a store’s front end? That was the question that started the development of 5-hour ENERGY® and gave birth to the energy shot category.
5-hour ENERGY® shots were introduced in 2004. They combined the functional benefits of energy drinks, compact packaging ideal for merchandising at checkout, and high margins.
Right away, retailers saw the potential this new product held. With 24 or 36 bottles occupying a tiny amount of front-end space, and growing consumer demand, 5-hour ENERGY® quickly became one of the most profitable products in convenience stores.
Over the years, 5-hour ENERGY® has maintained the role as energy shot category leader and innovator. The introduction of new flavors and an extremely successful extra strength variety has kept 5-hour ENERGY® at the top of the energy shot category. Continuous national advertising campaigns, and sponsorships with NASCAR, Major League Baseball and country music star Dierks Bentley has kept consumer demand high.
Today, 5-hour ENERGY® is found in nearly every convenience store in the United States and has become a household name across the country. Retailers continue to enjoy their high turns and profitability. And they have found new ways to maximize their popularity. The most successful 5-hour ENERGY® shot retailers carry as many as 60 bottles at each checkout area as well as four-count multi-packs. Cross merchandising in aisles, the cooler and at the coffee counter also yield outstanding results.
As long as people lead busy lives and need a quick, effective energy boost, 5-hour ENERGY® will be in demand. It really is energy on the go.
About Living Essentials, LLC
Living Essentials, LLC, headquartered in Farmington Hills, Michigan distributes and markets 5-hour ENERGY® shots. 5-hour ENERGY® shots are liquid energy shots that can help you feel energized and alert for hours. They contain a special blend of B-Vitamins, amino acids, and nutrients – all with zero sugar and four calories.
Living Essentials, LLC
38955 Hills Tech Drive
Farmington Hills, MI 48331