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XYIENCE Announces Xenergy Xtreme is Now Available in Canada at Macís and 7-Eleven Stores

Las Vegas, NV, December 11, 2009 --( XYIENCE continues to experience success in Canada, with Xenergy Xtreme, the latest addition to the brand’s energy drink line-up, now on the shelves in Mac’s stores in Ontario and 7-Eleven convenience stores spanning Ontario to British Columbia. For consumers, this means that between the two retailers, Xenergy Xtreme is available at more than 1,000 new locations in Canada in Citrus Slam, Lemon Blast and Cherry Rush flavours. XYIENCE successfully introduced the drink earlier this year in the U.S. Targeted to a younger, more brand-conscious consumer, Xenergy Xtreme has slightly more caffeine and vitamin-B than Xenergy Premium, yet it is also available in 16-ounce cans and is calorie- and sugar-free.

In September, XYIENCE reported that Xenergy Premium, the official energy drink of the Ultimate Fighting Championship (UFC), had surpassed longtime category leaders Monster and Rockstar to become the No. 1 selling energy drink in its category for the Canadian convenience store chain, Quickie Mart, based in Ottawa. Gus Prokos, XYIENCE vice-president of sales for Canada, anticipates strong sell-through numbers for Xenergy Xtreme.

“Xenergy Premium’s sales record gives every indication that the demand for the drink in the marketplace is high,” says Prokos, who cites the brand’s affiliation with the UFC as playing a large role in generating consumer awareness of the XYIENCE and Xenergy brands. “Mixed martial arts is incredibly popular in Canada, so the recognition entices the consumer to make the initial purchase. Xenergy continues to score high marks on its flavor profile, and that, coupled with strong support on the retail level, is why the Xenergy consumer remains loyal and we’re able to see success, like attaining the No. 1 selling position.”

Through televised broadcasts of UFC events, the XYIENCE brand reaches some 100 million-television households in North America. As a part of XYIENCE's UFC sponsorship relationship, its logo receives prime positioning on the mat and bumpers of the octagon. This often results in a fight's critical moments taking place on or next to the XYIENCE and Xenergy logos, and translates into millions of viewer impressions for XYIENCE. Internationally, XYIENCE reaches more than 420 million television households via UFC broadcasts and Pay-Per-View broadcasts.

XYIENCE is also a sponsor of UFC Undisputed, the video game produced by THQ and released in May 2009 that to date has sold over three million copies. The brand has significant exposure in the game, with the Xenergy and XYIENCE logos appearing on the mat and bumpers of the game's octagon and on the shorts of prominent fighters featured in the game, like Wanderlei Silva.

About XYIENCE (pronounced Zy-ience)
XYIENCE nutritional products provide clean, sustainable energy necessary for an active lifestyle. Established in Las Vegas in 2004, XYIENCE is one of the fastest-growing brands in its category. All products are held to the most stringent standards of excellence to enable professional and amateur athletes and fitness enthusiasts to reach their goals in training and life.

Xenergy (pronounced “Zen-ergy”)
XYIENCE supports the mixed martial arts lifestyle. Its energy drink, Xenergy, and its energy shot, X Shot, are the official energy drink and energy shot of the Ultimate Fighting Championship (UFC). The first energy drink created by a nutrition company, Xenergy has zero calories and is a sugar-free drink fortified with vitamins. All-natural flavors provide a consistent supply of energy, sans the “crash” inherent with most other energy drink brands. Xenergy Premium Energy flavors include Cherry Lime, Cran Razz, Mango Guava and Blu Pom. Xenergy Xtreme Energy flavors include Lemon Blast, Citrus Slam, Cherry Rush and Apple Jak’d. Xenergy is available in retail stores throughout the United States and Canada. Visit for details.

XYIENCE Supplements
XYIENCE supplements provide ultimate nutrition for peak performance. With everything from NOX-V2—for increasing strength and stamina and aiding in post-exercise recovery—to high-quality protein supplements such as the XY-PRO, an advanced protein complex or the XM2 muscle meal, XYIENCE offers products scientifically formulated for specific training needs.

Contact Information
Forte Creative Media
Stephanie Forte

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