Top Polish energy drink brands get UK distribution boost

Importer and distributor Best of Poland has become the exclusive UK distributor for Black Energy, the number-one energy drink brand in Poland.

The partnership sees Black Energy, alongside further Polish brands Ngine, Frugo and 4Move, available from Best of Poland through a partnership with Polish distributor Foodcare.

Black Energy has more than 30 lines, focused on mental stimulation and enhancing sports performance as well as providing a variety of flavours.

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4Move has more than 20 lines, aimed at sport and performance-driven individuals through vitamins and supplemented hydration.

Frugo is intended for a younger audience, with natural caffeine and yerba mate, while Ngine is a traditional energy drink with caffeine, available in 250ml single cans and multipacks.

The importer said it aimed to deliver significant sales for the brands across convenience, wholesale, foodservice and discounters. According to Kantar data, the energy drink category has recently gained 400,000 additional shoppers, meaning there is an opportunity to introduce them to new brands and flavours.

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James Sheppard, UK managing director of Best of Poland, said: “We are seeing a continued increase in shopper demand for authentic World Food ranges, which are enjoyed by Polish, British, Ukrainian, and Romanian communities across the UK. We continue to work with other ‘must-stock’ and household brands and look forward to building our product range portfolio this year.” 

Piotr Czuryński, export director of Foodcare, added: “We see a huge opportunity for brand and category growth within the UK market. Best of Poland won exclusive distribution rights due to their vast experience with the retailers operating in the world food category – they are talented experts who know and are passionate about our products. We will be supporting them with extensive brand plans to drive joint sales and awareness.”

Best of Poland plans to support the partnership with promotions, on-shelf activity, PoS and consumer marketing across social media and direct to shoppers.

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