• Product: Hell Energy A.I.
• Supplier: Hell Energy
• RRP: 79p PMP
• Available from: Bestway, Parfetts, United Wholesale Scotland

Hell Energy has launched a new variety which it claims is the world’s first energy drink to be created by artificial intelligence (AI).

The new launch, which the supplier says has a tutti-frutti & berry flavour, is available now from Bestway, Parfetts and United Wholesale Scotland. It contains vitamins and amino acids and is free from preservatives.

Hell’s head of field sales Andy Pheasant said AI was involved in all aspect of the drink’s creation, including can design, recipe and tasting.

It was initially launched with 20 convenience retailers across the UK, who were supported with in-store PoS and digital material for social media. One of the retailers, Atul Sodha, of Londis Harefield in Uxbridge, said the drink had done “tremendously well”.

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“People are naturally buying it. We have a lot of Eastern European customers and they know the brand already,” he said. “It also offers great value.”

Pheasant added: “When Hell Energy commissioned AI to develop a new energy drink, the AI not only considered consumer expectations from an energy drink but also prioritised the goal of creating a superior and more enjoyable beverage.”

“Every element of the new flavour, strictly selected ingredients, design, and even the marketing elements were developed by AI – which even tasted it. AI ensured compliance with current food and drink industry legislation, and when three flavours were digitalised, AI selected the variant with the highest probability of the most joyful drinking experience.”

Hell has continued to increase its visibility in the UK, recently becoming official energy drink partner of boxing promoter Boxxer.

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