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XXX Energy Drinks launches “Minus,” world’s first fat-burning drink
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Tuesday, 04 January, 2011, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 XXX Energy Drinks Pvt. Ltd., one of India’s leading energy drinks companies and a subsidiary of the Rs 1,000-crore JMJ Group, has announced the launch of ‘Minus,’ the world’s first-of-its kind energy drink that combines fat burning capabilities with a burst of energy. SJ XXX Minus contains CarbLite and normal energy drink ingredients thus enabling weight loss and at the same giving the consumer the zip of vitality. The product has been attractively priced at Rs 100. Actor Shahrukh Khan unveiled the product along with Sachiin Joshi, vice chairman, JMJ Group, at a function in Mumbai on December 23, according to a press release from the company.
‘Minus’ is specially formulated with tried and clinically proven ingredients like Carblite that helps in reducing body measurement and weight and L’Carnitine (an ingredient that helps in slimming). MINUS has special formulation blend consisting of Nutrients, Vitamins, Inulin, Taurine, Inosital, Ginseng Extract, Aspertame, and Acesultame K, which help in vitalizing the mind and body alongwith a combination of specially designed blends of Carblites, L’Carnitine and fibers which help in reduction of body measurement and weight loss.
Commenting on the new product, Sachiin Joshi said, “The world over people spend billions of dollars just on one fixation; to maintain a healthy body mass proportion while enjoying various joys of an active social life. We at XXX Energy Drinks Pvt Ltd. recognised this need of consumers and after a lot of research by our clinical and formulation team we struck upon this revolutionary new concept. ‘Minus’ is the perfect drink for all calorie-conscious consumers who wish to enjoy good times while taking care of their health. Minus’ biggest USP is its ingredients Carblite and L’carnitine which have been clinically proven and we are confident that it will attain a cult status very soon. We are targeting a very niche market of consumers who are health conscious and exacting in their consumption patterns. After achieving successfully the high targets and standards of excellence for ourselves set in the previous year, we’re now aiming at a larger share of the energy drinks market in 2011 – 12 and are extremely bullish on its growth prospects in the coming financial year.”
XXX Energy Drinks Pvt. Ltd. forayed into the energy drinks market and launched its SJ XXX energy drink brand in the country in December last year. SJ XXX is presently available in two variants --Rejuve and Nicofix. Nicofix is formulated with NPR which lessens the urge for Nicotine and Rejuve is designed to rejuvenate mind and body and enhance immunity, therefore increasing stamina.
A subsidiary of the Rs. 1000 crore JMJ Group, XXX Energy Drinks Pvt. Ltd. has targeted a 30% share of the market by end of fiscal year 2012 by offering products that are created keeping in mind the Indian taste buds sensitivities. The company is aiming to sell around 7.5 lakh cans per month during the same period, up from 2.5 lakh cans per month currently.
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