Australian owned and made Straight Up Energy has launched into the energy drink category.
The new brand promises to bring some “refreshing Aussie authenticity [to] an industry synonymous with flashy campaigns and dominated by international brands”.
“Straight Up is an energy drink made by Aussies, for Aussies,” says Straight Up founder Jake Sherriff.
“It’s here to inject some reality and humility into the farcical world of energy drinks. We’ve seen energy drinks claim they can give people everything from superpowers, to even sending someone up into space, but none of this is about being real.
“Also, providing Australian retailers some local price and distribution certainty in this globally owned category has been a core factor of our retail conversations so far.
“We wanted to create a voice of reason, an understated brand which Aussies can really identify with. Straight Up is a no-nonsense brand that does things differently from all the others by simply focusing on delivering a refreshing, great tasting and better-for-you energy drink.”
Straight Up implements “world-class” innovation, claimed to be the first brand to incorporate Senactiv in the energy drink category. Senactiv is a non-stimulant energy source that naturally helps the body to produce energy without the need for caffeine. It’s also promoted as a “recovery booster” ingredient which supports energy production and mitigates muscle inflammation, speeding up the recovery process.
Straight Up is sugar free and contains “only” six calories. It’s available exclusively at BP in the flavours of Green Apple, Mango & Passionfruit, and Watermelon & Pineapple (RRP $5).
