Point Brands Launches IXtreme Hydrator

Denver company releases caffeine-free alternative to energy drinks as a result of consumer demand

Denver (I-Newswire) August 30, 2012 - Today Denver-based Point Brands Inc., launched its second product, iXtreme Hydrator, a caffeine-free, electrolyte infused, lightly carbonated functional beverage. The active lifestyle beverage made its debut in select convenience stores, restaurants and skate shops in the Aspen and Denver area earlier this summer.

"We developed iXtreme Hydrator as a response to a consumer survey we conducted on energy drinks," said Jeff Somers, CEO of Point Brands. "Consumers want a product that is caffeine-free and has a positive effect on their active lifestyle."

In preparing for the brand launch, the company surveyed consumers about energy drink preferences. The survey found that 53 percent of respondents did not consume energy drinks.

• Three out of four people did not drink energy drinks because of caffeine and taste.
• 77 percent of energy drink consumers purchase energy drinks based on taste.

iX will help keep consumers hydrated as they participate in activities like skateboarding, running and skiing. The company has also developed an iXtreme Team of athletes to represent the brand. These athletes live a life of pushing their bodies and minds to the edge. To stay sharp they need a beverage that will help them stay hydrated and focused.

“Many survey respondents felt that energy drinks left them feeling jittery or anxious,” Somers said. “For extreme athletes, these side effects can often lead to poor performance or an increase risk of injury. We decided to develop a product that will give athletes a boost, while providing them with the necessary electrolytes to replenish their bodies.”

For more on iXtreme Hydrator, visit www.drinkiX.com.

About Point Brands Inc.,

Point Brands Inc., is a Denver-based beverage company focusing on functional lifestyle beverages. The company developed and distributes iX MiXer and iXtreme Hydrator. Point Brands products are currently available in Denver and Aspen, Colorado. For more information about Point Brands, visit: www.drinkiX.com. For more of a social relationship with iX follow @Drink_iXtreme and become a fan on Facebook: www.facebook.com/drinkiX.