DNA Brands Launches Rebranding Campaign
DNA Brands Inc. has completed its first production run of its new energy drink flavors in newly designed cans. These flavors include Cellular Citrus, Cellular Citrus-Zero Sugar, Cryo Berry, Molecular Melon and Original DNA.
The first production run was completed July 2 and shipment to distributors and retailers has already started. In previous DNA announcements, DNA shared that it has signed distribution agreements with Arkansas-based Sunrise Beverage and with All Day Distributing of Tennessee to introduce these branded products to approximately 1,000 new retail outlets. Sunrise Beverage is expected to manage the distribution of DNA’s products throughout Arkansas and southeast Missouri, while All Day Distributing will service the Memphis and its surrounding counties in Tennessee.
In addition, more than 500 Circle K and RaceTrac convenience stores located in Florida will begin selling the “new” DNA products within the next few weeks. Additionally, the company allocated a significant portion of this production run for several new distribution partners and in territories that include Texas, Missouri, Mississippi, Kentucky and Iowa. Several additional areas of distribution are expected to be announced soon.
The company anticipates that it will be placing a second production order in the near future to facilitate the expected sales growth. Simultaneously, the company is planning for the production of three new ready-to-drink energy coffee products scheduled to launch later this summer.
Darren Marks, DNA’s chairman and CEO, says, “During the first half of this year we took decisive actions to strengthen our operations by significantly reducing our operating costs and overhead and introducing new flavors and graphics to the marketplace to better diversify our business and meet customer demand. We are excited about the future of our company. We believe that our efforts will enhance our visibility, enable us to achieve profitability in 2014 and ultimately create value for our shareholders. We look forward to building DNA into a household brand within the energy drink industry.”
“We are delighted that the launch of our new line of energy drink is under way,” says Eric Fowler, DNA’s VP of sales and marketing. “In my 25 years of experience covering all aspects of the beverage industry, this is the finest product offering that I’ve ever been associated with. This first production run is a significant milestone and lays out the foundation for an exciting and successful new chapter in DNA’s story. We have only just touched the surface of the many new distribution partnerships available across the country and expect those opportunities to multiply as we continue to grow our new product lines.”