EQ8 (Equate) is a natural energy drink created by Air Asia, Queens Park Rangers FC and Caterham Formula 1 tycoon Tony Fernandes and his business partner Kamarudin Meranun.

As “dragons” do, they looked for a gap in the energy drinks market, and realised that a natural energy drink, moderate in caffeine, containing no taurine, but crammed instead with fruit juices and naturally energising ingredients, would be an attractive proposition to a very broad market including busy mums who often reject high caffeine and taurine based drinks.

And they weren’t wrong! The category growth potential of EQ8 has been recognised by the likes of Morrisons, Sainsbury’s and Tesco who have all listed EQ8 within the last 12 months.

EQ8 is available in two great tasting and lightly sparkling variants; EQ8 Orange & Passion Fruit and EQ8 Cranberry & Apple (which contains one of your five a day). ‘‘It’s the fruit juices and naturally energising functional ingredients such as ginseng, guarana and natural caffeine from the green coffee bean together with low GI fruit extracts which help consumers feel comfortable with EQ8. EQ8 contains no artificial colours, flavours or preservatives and no taurine, a better for me choice’’ said Lindsey De Souza, Operations Director.

EQ8 is currently working with Bounty to supply product samples and vouchers to new mums via postnatal sample packs distributed through Boots and Superdrug. EQ8 are also supplying product samples to midwives and other healthcare professionals through the Bounty Health Network. Sarah Wragg of Bounty commented “EQ8 is a useful product for mums to know about as it focuses on helping her through her busy day’.

EQ8’s marketing campaign is very different to the extreme sports and lad culture typically associated with energy drinks and is complementary to the category. Need a natural lift? is the question and EQ8, the natural energy drink, is the answer, as recently seen on London Underground posters and London Buses.

The plan is for EQ8 is to deliver category growth and sales through attracting a new customer base in a market enhancing way. “We will promote EQ8 in various media to deliver visibility for the brand and reinforce the brand message. Our target is to grow category sales through new customers and not just steal share from existing consumers. The plan is to grow premium energy drinks sales’’ said Nigel Burton, Commercial Director.

It will be an exciting year ahead for EQ8 and when the question is asked “who needs a natural lift?” the answer is “we all do”. After all, it’s not just skateboarders and the white van man who needs to get through a busy day.


Tel: 01953 851 411

Email: Lindsey.DeSouza@eq8energy.com

Email: Nigel.Burton@eq8energy.com

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