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Energise Launches New Brand Variant - Energise Edge
28th September 2007
A new energy drink, Energise Edge, has just been launched in response to a growing demand, from consumers, for a product that offers that extra boost needed to help manage the busy schedules so many of us have adopted, in 21st Century Ireland.
Energise Edge is the latest launch in the Energise portfolio. Edge will also boost the Energise brands' long-standing support of and commitment to the Gaelic Players Association (GPA). Money from every purchase of Energise Edge goes back to the players and the GPA.
The Energise Edge formulation has a proven functional benefit in that it can assist people who may require increased energy levels to sustain an energetic lifestyle. The product contains a nutritional ergogenic1 quality, which means it may improve a person's performance, above normal expectations2.
Christine Keohane, Senior Brand Manager for the Energise brand said, "We are delighted to expand the Energise portfolio with the launch of Edge! The Energise brand now offers consumers a solution for all their energy needs whether Sport, Recovery or Energy. Now, with Edge, we are delighted to be in a position to expand our brand offering and offer consumers a drink that will help lift their energy levels.
"The Energise brand name has a natural affiliation with activity and sport and we are excited about launching a product that will satisfy those who enjoy an active life, but also those who lead busy, time-poor, demanding lives.
"Energise Edge has been scientifically developed for people who battle to endure a full-on schedule that might incorporate a combination of work, sporting activity, managing a home schedule and pursuing leisure activities. The product supplies 32mg of caffeine per 100ml and studies have shown that endurance performance can be improved by approximately 20%, when low and moderate doses of caffeine are consumed3."
According to Dessie Farrell, GPA, "We're delighted to be associated with another product in the Energise range. A lot of players have to contend with extremely busy schedules and struggle to maintain proper energy levels. This product will come as a great boost for players as a percentage of sales will go directly to the Gaelic Players Association supplementing our various player welfare initiatives."
Energise Edge nationwide in funky 250ml silver and red streamlined can
1 Ergogenic - . a substance that improves the capacity to do work or exercise.
Hespel P. FIFA/F-MARC Concensus Conference in Sports Nutrition. Zurich 2005.
2 Graham TE. Sports Med. 31. 785-807. 2001.
3 Caffeine
It has been shown that caffeine consumption can improve athletic performance in numerous endurance events including swimming, cycling and women's tennis.
Costill and his co-workers were the first to show that 330 mg caffeine administered 1 hour before exercise at 80% of maximal oxygen consumption on a bicycle ergometer, increased time to exhaustion. Since then, the vast majority of published studies have shown that caffeine prolongs time to exhaustion or enhances performance in prolonged, moderate- to high-intensity exercise, lasting between 30 and 120 minutes.
About 100 milligrammes (mg) of caffeine is found in a small cup of brewed coffee. A mug of tea may contain about 50mg of caffeine. Energise Edge supplies 32 mg of caffeine per 100mls.
