Reorganized and Revitalized: Xyience Increases Distribution and Product Line

It's been a year since a group of beverage industry executives purchased the assets of Xyience, Inc., a Las Vegas based energy drink maker that filed Chapter 11 in January 2008. Today, the company is reaching news levels of success.
By: Stephanie Forte
 
April 16, 2009 - PRLog -- AS VEGAS, NEV.  It has just been one year since a group of beverage industry executives purchased the assets of Xyience, Inc., a Las Vegas based energy drink maker that filed Chapter 11 in January 2008.   In April 2008, Manzen LLC acquired Xyience, Inc.’s assets in a Chapter 11 proceeding, along with a clean title to its intellectual property that includes the Xyience and Xenergy brand names, and the turmoil caused by the former regime’s business practices. Millions of dollars were spent on branding, marketing, promotions, and media yet there had been little distribution emphasis and virtually no strategy.  The old regime’s dark history culminated earlier this week with the indictment of Xyience, Inc. former CEO, Russell Pike by a federal grand jury in Las Vegas for tax evasion.   Under the leadership of Csaba Reider, a former vice president with Cott Beverages and Pepsi-SevenUp, today’s Xyience has reached milestones that mark a successful reorganization: increased U.S. and Canadian distribution, renewed retail relationships and consumer confidence, brand extensions, and the development of key strategic alliances.

As they prepare to launch a new supplement line and enter into international markets including Mexico and the U.K., the new management team at Xyience is focused on a bright future.

“What happened under the old regime, Xyience, Inc., is upsetting –-people were hurt.  It reflects a type of business mindset that recent history has shown to be more common than one would have thought,” says Reider. With respect to having the Xyience brand name back in the media in association with Xyience, Inc., he says, “We were prepared for there to be bumps along the way, but hopefully we’re getting ahead of the noise.  Our focus is on developing a great product that meets the needs of our consumer and strengthening relationships with our retailers and distributors."

“I’ve purposely kept a low profile over the past year for a simple reason: We needed silence. There are still some wayward investors who feel they weren’t treated right by the old regime and somehow think there’s still a connection to us.  Time usually takes care of that,” explains Reider.  “I’m a big believer in under-promising and over-delivering.  The company before was the opposite: Everything was over-promised and under-delivered. They hadn’t really penetrated the market well enough because they weren’t beverage people,” explains Reider, who has been involved in the beverage industry for more than two decades, playing the role of both an entrepreneur and corporate executive. He notes that Xyience’s strengths include a strong flavor profile for its energy drink and a logo that’s an internationally recognized symbol --the barcode.

Over the past 12 months, Xyience has increased distribution throughout the United States and in Canada, where Xenergy had virtually no presence and is now available coast to coast. Value-added promotions with retailers like Costco Business Centers, Kum & Go and Couche-Tard have strengthened relations with retailers and consumers.  In addition, Xyience fine-tuned Xenergy to appeal to a broader demographic, recently introducing Xtreme Xenergy as well as launching brand extensions like the XShot energy shot.  Xyience’s strategic partnerships with the Ultimate Fighting Championship (UFC), other UFC sponsors, and fighters like Wanderlei Silva have revitalized the brand’s image within the mixed martial arts community, where it established its foundation.

As an executive with Cott Corporation from 1999 to 2007, Reider helped grow the North American beverage manufacturer into a $1.8 billion company.  As its vice president of global sourcing and an officer of the company, he managed a budget of more than $1 billion and was responsible for training hundreds of the Cott Corporation’s employees in the global Six Sigma program.

About XYIENCE
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.

Xenergy (A combination of Zen and Energy, pronounced “Zen-ergy”)
XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, is the official energy drink of the Ultimate Fighting Championship. The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands.  Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada.  Visit www.xyience.com for details.

XYIENCE Supplements
XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-CG3—for increasing strength and stamina and aiding in post-exercise recovery—to high-quality protein supplements such as the XProtein shake or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.

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About XYIENCE
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category.

Xenergy (A combination of Zen and Energy, pronounced “Zen-ergy”)
XYIENCE's energy drink, Xenergy, is the official energy drink of the Ultimate Fighting Championship. Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada. Visit www.xyience.com for details.
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Source:Stephanie Forte
Email:***@fortecreativemedia.com Email Verified
Zip:89147
Tags:Xyience, Mma, Mixed Martial Arts, Ufc, Ultimate Fighting Champsionship, Energy Drinks, Beverage, Corporate Restructuring
Industry:Business, Food, Sports
Location:United States
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Page Updated Last on: Feb 24, 2010



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