Satisfying current consumer needs and continuous development play an exclusive role in the development of HELL’s energy drink portfolio. In addition to the classic (32 mg / 100 ml caffeine, tutti-frutti flavour) energy drink, innovative products such as HELL STRONG with a +20 percent caffeine content recommended for extreme use or the sugar-free HELL Zero product family are also available under the umbrella of the brand.

Following the trends, the company’s mission is to produce functional drinks that contain extra ingredients in addition to the usual ingredients from energy drinks. To this end, HELL STRONG FOCUS was born in 2017, with a total of 11 ingredients (including magnesium and L-carnitine).

The HELL ICE COFFEE iced coffee brand was launched by HELL ENERGY company on domestic market in 2019 with 3 product variants, and barely a year after its introduction, it became the first in the Hungarian retail market of ready-to-drink iced coffees, both in terms of value and number of units sold. The brand has held this position since November 2020, and has even been able to strengthen its domestic dominance since then. Apart from Hungary, the product line is available in almost 30 countries, and in Romania, Greece, and Slovakia it also boasts a market-leading position. In 2023, the HELL ICE COFFEE portfolio now boasts 7 members, including versions without added sugar and lactose-free, providing a solution to the different needs of coffee lovers. The 250 ml aluminum cans of milk coffee variations are made with at least 70 percent milk, real Arabica and Robusta coffee extracts, without preservatives, and with a caffeine content of 40 mg/100 ml, thus providing the quality coffee experience in environmentally friendly, endlessly recyclable packaging.