We’ve had ginger beer, ginger wine and ginger tea… and now we have Wild Ginger Energy Drink, thanks to Big Up!


The recently launched Caribbean inspired energy drink Big Up is getting ready to pack a punch with the introduction of ‘Wild Ginger’ a refreshing new flavour variant for the summer. Building on its Caribbean heritage, the energy drink brand is certainly showing that it’s ready to innovate and drive market trends, with the bold new flavour. With no other energy drink picking up on the appeal of ginger as the new ‘flavour of the month’ Big Up is showing that it is more than capable of standing out in this rapidly expanding marketplace.

Harry Dulai, director at Surya Foods who own the brand said: “The reaction to the launch of the Original flavour was very encouraging, and being in a unique position with no competition to speak of in this space, we wanted to continue building on the Caribbean heritage of Big Up. The reaction to the Wild Ginger, through our trade engagement has been phenomenal and we are looking forward to giving the market a real boost with the fresh and unique flavour combinations that we have created.

Alongside Wild Ginger, Big Up will also introduce an exotic and vibrant Fruit Punch flavour. Initial reactions to the new flavours from retailers has been extremely encouraging as the ‘Big Up Taste Teams’ have been busy sampling the range through wholesalers and cash & carry’s.

Dulai continues: “The new variants are also incredibly versatile, giving audiences scope to use them as mixers with Whisky, Bourbon and Rum as well as Vodka, as well as being great bases for a host of delicious summer cocktails.”

Plans are well underway for an exciting consumer launch, which will include in-store merchandising, PR, a revamped website, social media, consumer promotions and event sponsorship and sampling aimed at the young urban, energy drink market.

The 250ml cans have an authentic, youthful and energetic brand identity, and with an RRP of 59p per 250ml can, already seem to have captured a niche within this rapidly growing sector.

Dulai ends: “Around two fifths of consumers drink sports and energy drinks, but one of the biggest barriers to consumption is their comparatively high price when compared to a conventional soft drink.* However, our RRP of 59p per 250ml can places Big Up mid-point in this market, whilst there is no compromise on the quality, look and taste of the drink itself.”

Surya Foods is committed to sharing authentic products from around the world and specialises in Afro-Caribbean, Asian, Oriental, Kosher, Polish and Halal foods. For further details on stocking Big Up, please contact Surya Foods on Tel: 01255 553 652 or sales@suryafoods.com

*Mintel report 2012

Surya Foods

Tel: 01255 553 652

Email: sales@suryafoods.com

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