Amway forays into Energy Drinks and Energy Bars

Direct Selling FMCG Company Amway India Enterprises Pvt Ltd, has ventured into the energy drinks and energy bar segment, with the launch of Amway XL Energy Drinks and Amway XL Energy Bars. The Amway XL Energy drinks come in two flavors of Citrus Blast and Tropical Blast Amway XL Energy Bars are available in Apple Cinnamon & Fruit & Nut flavours. The new products would be manufactured near Kullu, in Himachal Pradesh, a company release said.
 
"Amway has had a good year so far and we are confident of breaking through the Rs 1000 crore ceiling this year," William Pinckney, MD & CEO, Amway Corporation India said. He added the introduction of new products such as XL, were rapidly propelling Amway to the landmark. "We are confident that the Amway XL Energy Drink will be a Rs 25 crore brand in one year, and that we will capture 50% of this segment in 3-5 years." The energy drink segment is currently a Rs 500 crore market.
 
Amway XL Energy Drink is said to have carbohydrates, no sugar, no fat & marginal caffeine and it is a quick & healthy solution to do away with fatigue and stress. It also contains Amino Acids which are good for health and wellbeing. A pack of 6 Energy drink bottles costs Rs 450.
 
Amway XL Energy Bars is said to offer all the ingredients to fight the interim hunger pangs. One bar, 35gms, offers 140 Cal of energy along with the additional benefits of Protein, Iron & Calcium. A pack of 6 Energy bars costs Rs 240/. As is with all Amway products, both the XL products would be sold exclusively by Amway distributors.