Hype Energy is the registered trademark for a range of functional beverages distributed in over 40 countries across the world including the USA and Canada [1]. First launched in 1994 by Hard Rock Cafe founder, Barry Cox, [2] the company has been headed since May 2000 by former Formula One racing driver, Bertrand Gachot[3]. Hype Energy is a leading energy drinks brand in Canada, USA, Middle East and South America.
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Hype Energy (the "original" introduced in 2000) [4]
Hype Energy MFP (introduced in 2006) [5]
Hype Enlite (introduced in 2007) [6]
Hype Energy Shots (introduced in 2009) [7]
Hype Energy Organic (introduced in 2010)[8]
Hype Energy also manufactures an innovative shot glass (introduced in 2000), which has two compartments. A Hype Energy drink of your choice is poured into the bottom compartment and vodka or a similar alcoholic shot is poured into the top compartment. The liquids only mix upon drinking. [9]
Hype Energy drinks are available in 250ml and 500ml aluminium cans for Europe, and 8.4fl oz and 16fl oz aluminum cans for the USA and Canada. Hype Energy Shots come in 74ml bottles in the USA and Canada, and 60ml bottles in Europe and the Middle East. [10]
Hype Energy – Packaged in a blue can embossed with a silver Hype Energy logo. The lightly-carbonated drink contains elderberry and cranberry fruit juice, which give it a natural red colour. Other ingredients include taurine, guarana, ginseng, caffeine and ten vitamins: Vit C, Vit B3 (niacin), Vit B5, Vit E, Vit B6, Vit B2, Vit B1, Vit B12, Vit B9 and Vit B8 (folic acid). Hype Energy is free from artificial colours and preservatives.
Hype Energy MFP – Packaged in a unique, black, carbon fibre-effect can with a silver Hype Energy logo and a solid black ring pull. The lightly-carbonated drink is gold in colour and has a unique, citric sweet flavour. Ingredients include taurine, guarana, ginseng, glucuronolactone, caffeine and four vitamins: Vit B3 (niacin), Vit B5, Vit B6 and Vit B12. Hype Energy MFP is free from artificial colours and preservatives.
Hype Energy Enlite – Packaged in an eye-catching pink can, Enlite is the low calorie version (about one fifth of the regular products' sugar content, 9.9kcal/100ml) of Hype Energy MFP. The pale pink coloured drink includes ingredients such as taurine, guarana, ginseng, caffeine and four vitamins: Vit B3 (niacin), Vit B5, Vit B6 and Vit B12. It is a lightly-carbonated beverage and is free from artificial preservatives.
Hype Energy Organic – Packaged in an attractive green can with a floral design and a silver Hype logo outlined in bold pink, Hype Energy Organic is the most recent addition to the Hype range. Introduced in 2010, the one-of-a-kind beverage is the only energy drink on the market to be certified by the USDA’s National Organic Programme in the USA and certified as organic in Europe according to EU regulations. The lightly-carbonated, champagne coloured beverage contains organic apple juice, organic aloe vera, organic tea, organic guarana extract and vitamins.
Hype Energy Shots – Available in Hype Energy MFP flavour, these powerful, non-carbonated shots provide you with an energy boost that lasts approximately four hours with no jitters or crash to follow.
Hype Energy has also developed and patented a unique shot glass with one compartment for a 25ml shot of alcohol and one compartment for 55ml of Hype Energy, which only mix upon drinking. The concept of the glass is to receive a precise energy boost that takes effect in a very short space of time.
Hype Energy is:
Hype Energy was first conceived and designed in 1993 by Ashley Roy, Nigel Spiro[16][17] and Andrew Barshall and backed by Hard Rock Cafe founder, Barry Cox[18]. Hype Energy became heavily involved in motor-sport by first sponsoring the Arrows Formula One team [19] and subsequently Benetton F1[20], Williams F1[21], a NASCAR outfit and several motorbike teams. Associated with the Formula One party lifestyle and with a strong presence in the paddock, Hype Energy committed huge funds to sponsorship in order to achieve global recognition and establish worldwide distribution. In 1997, having established a credible brand, Hype Corporation (the holding company) decided to pull back from the sport to focus on resolving manufacturing difficulties, which were restricting further growth. In 1997, former Formula One racing driver and 24 Hours of Le Mans winner, Bertrand Gachot [22], signed a distribution agreement with Hype Energy in order to introduce the product to France. Gachot was one of a handful of distributors who remained seriously committed to the brand and in 1998, he approached the Swiss licensor to buy the company holding the Hype Energy trademarks. In May 2000, after two years of negotiation, Gachot came to an agreement and restructured the company. Until 2000 Hype Energy had four products in its portfolio: Hype MFP with a strawberry and cranberry flavour, Hype Energy Morning Rush with a citrus flavour, Hype Passion Attack with passion fruit and Hype Night Boost with peach. In May 2000, the company launched a new version of Hype Energy into selected markets. The culmination of 18 months of development, Hype Energy now used fresh fruit juice, contained ten vitamins and had no artificial colours or preservatives, as it was pasteurized. The improved Hype Energy product gave the company a substantial boost. It was first launched in France and the Persian Gulf, then the USA and Canada, and by 2001 it had achieved significant global growth. Today, the Hype Energy range comprises Hype Energy, Hype Energy MFP, the low-calorie Hype Energy Enlite, Hype Energy Shots and, the newest flavour, Hype Energy Organic. The brand is now present in more than 40 countries across the globe from the USA, Canada, Honduras and Panama to Africa and the Middle East. Hype Energy is manufactured in the USA, Canada and the Netherlands, and has marketing headquarters in Europe and Dubai.
