World of Sweets to distribute energy drink Sneak

Leading direct to consumer energy drink Sneak Energy has entered into an exclusive distribution partnership with confectionery distributor World of Sweets, offering retailers the chance to stock a cult online UK based brand.

The confectionery giant will be stocking its range of 500ml energy drinks including Sneak Energy Tropikilla, Sneak Energy Purple Storm, Sneak Energy Raspberry Lemonade and Sneak Energy Blizzard Lemonade.

Sneak was launched in 2018 in the UK and US, shipping over a million orders and growing to become a popular online energy drink brand in the UK.

It claims the direct to consumer number 1 slot, having shipped over 1.2 million customer orders since launch in 2018.

The brand originated from and is popular within the gaming community. In 2022 the number of gamers in the UK was around 39.9 million with the market valued at £8.16 billion.

Well established within the gaming community, Sneak are working with World of Sweets to expand their audience reach.

The energy drinks market in the UK is growing. Current data shows 11 million Gen Z and Millennials regularly buy energy drinks with five million of those looking for cleaner, benefit driven and functional energy drinks.

Sneak prides itself on its natural clean energy – no added preservatives, no refined sugars, no artificial colour and no artificial flavours. Instead the drinks contain natural caffeine, zero sugar, taurine, ginseng, choline and carnitine plus added B vitamins.

Sneak Energy Tropikilla is a light, fruit drink with a tasty combination of pineapple and smooth mango.

Sneak Energy Raspberry Lemonade has a citrus kick with a blend of sweet, tart raspberries and a fresh citrusy lemonade.

Sneak Energy Purple Storm is a stormy mix of berries with Sneak Energy Blizzard a cooling ice-cold lemonade flavour.

To complement the eye-catching can design, retailers will be able to activate Sneak-branded point of sale to drive impulse purchases in the chiller fixture and off shelf.

Chris Smith, brand manager from World of Sweets, said: “We’re so excited to be welcoming Sneak into our portfolio of brands and products we exclusively distribute.

“Since the brand launched five years ago, they’ve built a massive following online to become a popular online energy drink. Now is the time to take them to a wider audience with the World of Sweets distribution network.

“The brand’s already strong audience is highly engaged on its social channels with limited products selling out fast. They also have over 500,000 website visits per month. This is great news for retailers – an in-demand product will see customers heading to store.

“The amazing and unique flavours, clean energy with no nasties and zero sugar makes this energy drink stand out from the crowd. Added to that the eye-catching can design and POS and it will be a product hard for customers to walk past without picking up.With an already engaged audience, the ability to be exciting and disruptive and in such a fast-growing category, this is a product retailers will want to stock.”