Maximus is raising the stakes in the sports drink category with the addition of an Australian first hybrid sports drink, Maximus Ultra, to its range.
Maximus Ultra contains Branched Chained Amino-Acids (BCAAs) to support muscle recovery and performance. It also contains 50 per cent more electrolytes than regular Maximus as well as B Vitamins, B3, B5, B6 and B12.
Maximus Ultra is available now at most supermarkets, petrol station, and convenience stores, in two flavours Tropical and Berry.
Kate Taylor, Senior Brand Manager, says Maximus Ultra adds great value to the Maximus range as it is the first hybrid sports drink of its kind in Australia.
“Besides being a market first and a unique product in the sports category, it also remains true to Maximus’ core – to give consumers the extra hydration they need to work, play and everything in-between,” she says.
“Like the rest of the players in the team, Maximus Ultra also helps hard working Aussies to replenish, recover and refuel to push themselves to the limits, time and time again.
“Since its launch, Maximus has proven to deliver incremental value to the sports category through ground-breaking NPD.
“By introducing Maximus Ultra to our line up we’re continuing to drive our ambition to create innovation sports drinks that not only have additional benefits but retain a competitive price point per litre.”
From October to March, Maximus will continue to amplify its ‘More Drink, More Do’ campaign by taking over Australian screens and streets with Ultra.
“During this time, the Maximus team will be working hard to get Ultra into the hands of hardworking Aussies, so they can do more this summer,” says Taylor.