Bigger is Better for Energy Drinks... CU Launches Large-Capacity "FireX"

The Share of Beverages Over 500ml Continues to Rise Every Year

On May 7, BGF Retail announced that CU, the convenience store chain it operates, will launch two types of large-capacity energy drinks called "FireX," emphasizing cost-effectiveness. These products are 500ml energy drinks, about 1.5 times larger than the existing standard size.

These are two types of the large-capacity energy drink "FireX" and the "Zero Green Grape, Strawberry, Orange" products released by CU, a convenience store operated by BGF Retail. Provided by BGF Retail.

FireX was developed with the efforts and passion of firefighters as its motif. In line with the campaign theme of "Supporting the blazing courage of firefighters," a portion of the sales proceeds will be donated to the Fire Family Hope Sharing Foundation.

The products will be available in two flavors: Mango Passion and Plum Lemon. Both drinks contain 150mg of caffeine, 1,000mg of taurine, and B vitamins, and are sugar-free to reduce calorie concerns. The price per 100ml is up to 40% lower than conventional energy drinks. A buy-one-get-one-free (1+1) promotion will be held throughout May.

CU plans to expand its lineup of related products by launching additional large-capacity carbonated beverages. Following FireX, the "Zero Green Grape, Strawberry, Orange (500ml)" drinks will also be sold under a 1+1 promotion throughout May.

Choi Jeongtae, MD of the Beverage Food Team at BGF Retail, said, "With the season of increased outdoor activities in full swing, we have launched energy drink products that reflect the demand for large-capacity beverages," adding, "We will continue to introduce reasonably priced products that reflect trends, striving to ensure customer satisfaction."