Straight Up Energy launches into convenience

Aussie owned and made energy drink Straight Up Energy has launched into the category in a move that promises to bring refreshing Aussie authenticity to an industry synonymous with flashy campaigns and dominated by international brands.

Straight Up is the first brand in the energy drink sector to incorporate SENACTIV, a non-stimulant energy source which doesn’t contain caffeine and naturally helps the body to produce energy. The better-for-you drink is also sugar free and contains only six calories.

Jake Sherriff, Founder of Straight Up, said providing Australian retailers some local price and distribution certainty in this globally owned category has been a core factor of their retail conversations so far.

“Our product will appeal to those looking for a refreshing, better-for-you energy drink option, that has previously felt self-conscious about their aggressive energy drink can, and also those shoppers that have long ago written off energy drinks as a viable option. We’re here to shake up the category and attract a new type of consumer.”

Straight Up is available exclusively in BP petrol and convenience stores, available in three flavours: Green Apple, Mango and Passionfruit, and Watermelon and Pineapple at RRP $5.00.

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