SNEAK is joining forces with Dungeons & Dragons (D&D), bringing one of the world’s most iconic fantasy franchises to the energy drinks category, with a limited-edition collaboration launching across retail and also direct-to-consumer in time for Halloween 2026.
At the centre of the retail launch is Citrus Quest, a limited edition 500ml ready-to-drink can inspired by one of Dungeons & Dragons’ most iconic monsters: the Beholder. Bringing the character to life through bold, impactful and collectable packaging, the launch combines the world of Dungeons & Dragons with SNEAK’s unmistakable approach to energy.
Behind the design is an Orange, Lemon & Lime flavour, delivering a punchy citrus profile without compromising on taste and quality SNEAK consumers expect. Each zero sugar can contains natural caffeine alongside Brainberry® for focus.
The collaboration will also extend beyond retail, with a wider collection launching exclusively on sneakenergy.com. The direct-to-consumer range will include limited-edition energy powders inspired by iconic Dungeons & Dragons characters and creatures including the Red Dragon, Mimic Chest and Mind Flayer, alongside exclusive merchandise.
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The collaboration builds on SNEAK’s roots in gaming, entertainment and community, using culturally relevant partnerships to create products that connect with highly engaged audiences whilst bringing something genuinely different to the retail fixture.
This launch forms part of SNEAK’s wider strategy of using iconic pop-culture partnerships to leverage fandom and support its continued expansion in retail. Following the success of collaborations including Daredevil: Born Again, Atari and Judge Dredd, Dungeons & Dragons marks the next step in bringing globally recognised entertainment properties into the SNEAK universe.
Dungeons & Dragons brings a global community of more than 150 million fans worldwide. Spanning tabletop, digital experiences, live events, entertainment and expressions across wider pop culture, the franchise has evolved beyond its tabletop origins into a cultural phenomenon with a highly engaged community.[1]
For SNEAK, the collaboration follows the success of its existing relationship with Hasbro, including the launch of Transformers into UK retail. That momentum comes as SNEAK continues its rapid
expansion into the channel, recently named the fastest growing £100k stimulant energy brand in UK independent retail, growing +124% year on year.[2]
Together, SNEAK and Dungeons & Dragons bring energy, fandom and collectability to the fixture, giving retailers an opportunity to recruit consumers through globally recognised entertainment property while creating standout and excitement around a limited-edition launch.
Ashley Read, CEO of Sneak Energy, commented: “Gaming and fandom have always been part of SNEAK’s DNA, so bringing Dungeons & Dragons into the world of SNEAK is a natural fit.”
“We’ve seen through partnerships like Transformers just how powerful these cultural moments can be in retail. They give consumers another reason to discover the brand, create genuine excitement at the fixture and allow retailers to offer something that goes beyond another flavour launch.”
“Citrus Quest brings all of that together. An iconic Dungeons & Dragons character, a bold new flavour and a can designed to stand out. We can’t wait to see it land in stores this Halloween.”
Citrus Quest will launch in Home Bargains and on sneakenergy.com in late October 2026, ahead of Halloween.
[1] Source: D&D Beyond, “Thanking Our Community for a Great 2024”, December 2024.
[2] Source: SmartView Convenience, stimulant energy, brands with £100k+ L4W value sales and a valid YoY comparator, 4 w/e 12 July 2026.
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