HELL ENERGY is one of the fastest growing FMCG brands in the world, as proven by its explosive export expansion and growing global popularity. The 100 percent Hungarian energy drink brand was crafted in 2006 and by 2010, it became the market leader in Hungary, it has become a key player internationally, with an export market of more than 50 countries. In addition to Hungary, it is the market leader in Bulgaria, Romania, Bosnia and Herzegovina, Slovakia, Croatia, Greece and Cyprus.
The success of HELL ENERGY is due to its excellent quality, good value for money, wide availability and world-class marketing communication activities. The company is a unique player in the energy drink sector, the only one in the world in the beverage sector that is able to claim to have a market-leading, established brand in several countries, its own ultramodern filling factory and aluminium beverage can factory, giving it an unparalleled strategic position globally.
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), or HELL ENERGY Active, which was introduced in 2018, which is recommended for people living an active lifestyle thanks to BCAA and L-carnitine and a 60 percent lower sugar content.
The sales activity of HELL ENERGY has been supported from the beginning by a unique marketing activity. The first step in the international expansion was the two-year cooperation with the AT&T Williams Formula 1 team in 2009, with which HELL ENERGY was the first Hungarian company and the second among energy drinks to be the sponsor of the Formula 1 world. Appearance on the international stage has brought the brand cross-border awareness, but not only is it the only marketing activity that HELL set the bar high at: in 2018, in a unique way, the brand’s advertising campaign was done in collaboration with one of Hollywood’s biggest stars, Bruce Willis. Given the huge success of the campaign, in 2020 the brand once again chose the acting legend as the face of its products, with Zuleyka Rivera, who was chosen as the most beautiful woman in the world and also starred in the most watched video clip of all time – reaching 6.7 billion views – Despacito. The new campaign promotes not only the HELL energy drink, but also the new latte family, HELL ICE COFFEE, which will be launched in international markets this year. Iced coffee with 75 percent milk, real Arabica and Robusta coffee extract, and no preservatives has become a consumer favourite in record time: surpassing the success of HELL ENERGY Drink, in less than one year it has become the market leader in Hungary in the summer of 2020, and similar results can be expected in key export countries, which, thanks to the company’s latest development, will now be supplied from its own latte production site.
Thanks to the fact that innovation and continuous product development are still one of the most important aspects in the life of the company, it is certain that the fans of the brand can expect a lot of innovations and novelties in the coming years as well!