circle k launches line of proprietary energy drinks

Developed in conjunction with BooKoo Energy, beverages will be available in three flavors.

Circle K Southeast, a division of Alimentation Couche-Tard, is launching the company’s first wholly owned, proprietary energy beverage, GazZu.

According to Circle K officials, GazZu was developed to respond to the worldwide energy drink boom and lack of drinks that appeal to both men and women. “To successfully enter the fast growing energy drink segment, we realized that GazZu had to have a unique approach, different from the typical macho look, feel and taste. We wanted broad appeal,” said Russ Kidd, senior category manager of packaged beverages for Circle K Southeast.

Developed in conjunction with BooKoo Energy, the line will be available in three flavors citrus, cherry and orange-mango.

“We’re extremely excited to be partnering with a leading convenience store chain like Circle K,” said Dan Lee, president of BooKoo Energy. “The fact that they were so involved in the concept, research, development, marketing and throughout the creation of GazZu reinforces the strength of the partnership between Circle K and BooKoo, and will help to make GazZu a success.”

Packaging also played an important role in product development. The GazZu logo and design combines a high-tech look with a retro feel to appeal to hip energy drink consumers, both male and female. The GazZu tagline, “Give me a G,” provides a call to action and a flavor-customizable slogan.

For the initial launch, 16-ounce cans of GazZu will be sold exclusively at Circle K stores in the Southeast, Southwest and Midwest United States. To kick-off the product launch, all Circle K Southeast locations will feature a Buy 1 Get 1 Free promotion on GazZu, which kicked off earlier this month and will continue through the remainder of 2007.

Sampling in markets across the country also will be initiated this fall to create buzz around the product.

GazZu will be priced competitively with other front line energy drinks nationwide. Additional flavors are already under consideration, including a low-carb version, the company said.

Circle K Southeast operates more than 366 convenience stores in North Carolina, South Carolina, Georgia, Tennessee, Alabama and Northern Mississippi and is owned by Alimentation Couche-Tard, the second largest independent convenience store operator in North America and Convenience Store Decisions 2007 Chain of the Year.

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