- Hell Beverages, UK is rolling out 400 branded chillers to independent retailers nationwide, bringing their total deployment to 1,000 units.
- Research suggests that 90% of shoppers choose chilled energy drinks over ambient alternatives.
- The brand has launched a new Strawberry and Banana flavour exclusive to the convenience and wholesale channel.
Hell Beverages UK, a leading energy drink producer, has announced a significant investment drive aimed at the convenience and independent retail sector, ahead of the summer season.
The brand, which offers HELL Energy drinks, HELL Ice Coffee, and FloeWater, is rolling out 400 branded chillers to independent retailers nationwide, bringing their total deployment to 1,000 units. This represents a total investment of over £600,000, with each premium LED/backlit unit valued at approximately £600.
Research conducted by HELL Energy suggests that 90 per cent of shoppers choose chilled energy drinks over ambient alternatives, making the strategic placement of these chillers a critical driver for category growth.
“Our investment in branded chillers demonstrates our commitment to supporting independent retailers with solutions that genuinely drive sales,” Barry Wilson, UK general manager at HELL Beverages UK, said.
“Over a third (38%) of consumers are more likely to buy if they see a display instore. As one of the only brands offering free LED backlit coolers to convenience stores, we're helping retailers create an unforgettable in-store experience while ensuring consumers have access to high-quality, chilled ready-to-drink products.”
Supporting this in-store investment, HELL Beverages UK has committed more than £100,000 to digital advertising and secured a high-profile two-year partnership with Boxxer, gaining exposure at events including the recent Whittaker vs Cameron fight.
Hell Strawberry-Banana Energy Drink
Hell Energy has further strengthened its commitment to supporting the category with the launch of Strawberry and Banana flavour (500ml), exclusive to the convenience and wholesale channel. This SKU has already received positive feedback, attracting new consumers to the energy drink category.
The brand also responded to cost-of-living pressures and introduced a £1 RRP (500ml) option to the UK market, which is showing positive early results as a high-quality, value-driven offering.
"We understand the challenges facing independent retailers today, which is why we've adopted a personal approach with our own fleet of field sales executives building direct relationships across our network as well as partnerships with field marketing agencies in the UK,” Wilson added.
“This summer push combines substantial physical assets with exclusive flavour innovations and marketing activity to create a comprehensive package that drives footfall and sales for our retail partners."
The brand's HELL Ice Coffee has achieved remarkable success, reaching No. 2 position in Amazon's chilled coffee sector with nearly 25 per cent category share, second only to Jimmy's Iced Coffee. This growth has been fuelled by an investment of over £100,000 in digital marketing spend targeted specifically at the summer months.
Hell Energy, Hell Ice Coffee and Floewater are available to the independent and convenience retail sector via Bestway, Dhamecha and Parfetts. This is alongside both of the United Wholesale operations in Scotland and other regional wholesalers.
