It’s been more than 8 years since Go & Fun has been introduced to the market. Since then it kept gaining momentum as a healthier alternative in the energy drink space. Developed by Erba Vita, a name synonymous with healthy living, and a greener alternative, Go & Fun secured its place as the preferred energy drink by office workers, athletes, and anyone that supports a healthier lifestyle.

As Go & Fun reached wider audiences in Malta, Italy, Cyprus, Bulgaria, Japan, and South Africa, the demand for more flavours kept growing. Go & Fun is now pleased to introduce its yellow option.


What is driving the growth?

In the past years, we’ve seen a shift in mentality. As the average life expectancy continues to increase, more people are taking interest in healthier alternatives. You can witness this at your local supermarket. Healthier alternatives are increasingly taking up shelf space. However, with such options the common trade-off is taste. Many products manage to reduce sugar contents, reduce salts, and other ingredients leading to blend products. Go & Fun always had flavour in mind, it understood that to promote a healthier lifestyle the drink still had to taste great. This is one of the main selling points of the original Go & Fun and remains in the Go & Fun Yellow.


How will this new flavor impact the Go & Fun portfolio?

As Go&Fun’s marketing manager Donna Bianco explained; “It’s too early to know exactly what impact this will have on our yearly revenue”. However, she also pointed out; “From initial projections, we forecast that more than 630,000 cans of the Go&Fun yellow will be produced and sold locally“.


Why yellow?

The yellow colour represents the two new main ingredients in the drink, lemon and ginger both synonymous with a fit lifestyle. The lemon taste sits on your tongue for a few seconds, when paired with the tanginess of the ginger resulting in a refreshing taste. As one of our testers mentioned; “The taste reminded me of a fresh cold lemonade”.


Will Go&Fun keep on releasing more flavours?

“We’ve been asked this question a lot, and as many know we prefer to roll out changes gradually. We allow our distributors to establish all the necessary logistics before making any drastic changes and make sure our customers have a consistent drink. However, we’re still learning from the market.” iterated Donna.

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