Leading Brands, Inc. Announces Launch of New Brand: Die Hard Sports Energy Drink and Associated Pledge to Veterans

29-Jan-2008 --- DIE HARD Sports Energy Drink will immediately replace TREK and NITRO in the Leading Brands portfolio, giving the Company another revolutionary new brand with superior margins that it can call its own.

29/01/08 North America’s only fully integrated healthy beverage company, is pleased to announce the launch of DIE HARD Sports Energy Drink in both the US and Canada.
 
DIE HARD is the culmination of nine years of research and development by the Leading Brands team. This scientifically formulated elixir combines the benefits of both sports and energy drinks to give athletes and others engaged in strenuous and stressful activity what they need: fast hydration, replenishment of electrolytes and an added boost of energy. Whether preparing for a triathlon, maintaining stamina heading into the fourth quarter, fighting fatigue on the Interstate, staying alert during a final exam or recovering from a hang over, DIE HARD is for you.
 
Tired of carbonated energy drinks? Need something thirst-quenching and gulpable? DIE HARD Sports Energy Drink is non-carbonated, responsibly formulated, naturally flavored and sweetened with natural sugars, not HFCS. Get rid of the “HFCS crash” so common with mainstream energy drinks.
 
DIE HARD will initially be available in four flavors in 16oz cans.
 
The phrase “Die Hard” was first used by Colonel Inglis of the British 57th Regiment of Foot at the Battle of Albuera in 1811. Colonel Inglis was badly wounded yet refused to retire from the field. He stood fast, calmly and repeatedly yelling “Die Hard 57th, Die Hard!” as his men exchanged brutal, close range musket fire.  Keeping true to its namesake, DIE HARD Sports Energy Drink is making a Pledge to Veterans. $0.10 from every can sold across the US will be donated to help American Veterans injured in the service of their country. DIE HARD will also work with retailers in Canada and elsewhere to support similar causes that are in keeping with the brand.
 
Leading Brands Chairman Ralph McRae added: “A dozen years of military service taught me that we can never do enough to help support, rehabilitate and re-train those injured while selflessly protecting what we believe in. Die Hard’s Pledge to Veterans is, for me, particularly heart-felt. Our mantra at Leading Brands is “Better Ingredients – Better Brands”. In the case of Die Hard we should add “Better Principles – Better Brands.”
 
DIE HARD Sports Energy Drink will immediately replace TREK and NITRO in the Leading Brands portfolio, giving the Company another revolutionary new brand with superior margins that it can call its own.
 
Leading Brands will continue to provide operational updates in its monthly newsletter on the first of most months, posted at www.LBIX.com.

Related Articles

Food Ingredients News

Coca-Cola has rolled out no-sugar, no-calorie Zero Sugar option in US

27 Jul 2016 --- Coca-Cola is promising the same taste as regular Coke, as it officially launches a replacement for Coca-Cola Zero with its innovative “better-tasting” recipe in the US, which will now be called Coca-Cola Zero Sugar.

Regulatory News

UK: Watchdog approves “milk is inhumane” ad

27 Jul 2017 --- The UK Advertising Standards Authority has given the green light to a Go Vegan ad which caused controversy within the dairy industry because it claims “milk is inhumane.” A newspaper ad for Go Vegan World, a vegan campaign group, seen in the national press in February, featured a photograph of a cow behind a piece of barbed wire.

Business News

Hershey sweetens Q2 results with snacking innovations and cost cutting

27 Jul 2017 --- The Hershey Company has announced sales and earnings for the second quarter ended July 2, 2017, with net sales of US$1,663.0 million compared with US$1,637.7 million for the second quarter of 2016 and net income up 39 percent to US$203.5 million.

Business News

Montana Specialty Mills breaks ground on US$20m processing facility

27 Jul 2017 --- Montana Specialty Mills, LLC has announced it is breaking ground on its new US$20 million, 20-acre processing center at the Great Falls Montana Development Authority's AgriTech Park.

Food Research

Secret to cell size found in world’s biggest food producer

27 Jul 2017 --- Scientists at The University of East Anglia (UEA) have discovered a gene which regulates the size of diatoms, which contribute 20 percent of global primary production in food chains. The discovery could have implications for understanding the potential effects of climate change on future food webs.

More Articles