Global Brands has signed a deal to become the exclusive distributor of American energy drink brand Bang Energy in the UK and Ireland.

The move comes as the low-sugar, zero-calorie brand has seen strong growth in Australia, Africa, North and South America and Europe, having reached $5bn (£4.3bn) in total sales.

Global Brands will also distribute Bang’s other brands, Meltdown and Vooz.

According to the supplier, it has strong appeal with Gen Z consumers, with #BangEnergy garnering 18.3 billion views on TikTok.

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“Bang Energy brings something quite different to an energy category that is currently enjoying strong growth – a brand that is full of flavour despite having zero sugar, zero carbs and zero calories across an awesome range of flavours,” said Julian Atkins, commercial director at Global Brands. “Bang Energy is set to be a huge success with the Gen Z consumer here in the UK and Ireland.”

Atkins added that Bang also appeals to athletes, gamers and busy professionals at a time when consumers are looking for flavourful options that are still low in calories and sugar. Key ingredients in Bang Energy include caffeine, amino acids and B vitamins.

Jack Owoc, Bang Energy CEO, said: “Our partnership with Global Brands is further proof of our positive trajectory and path to exponential growth internationally. We are confident that our expanded international distribution, relentless innovation, combined with worldwide ‘Bangster’ fan loyalty and enthusiasm will catapult Bang and its allied brands like Meltdown and Vooz into the stratosphere.

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