mix1 Life Inc. (MIXX) announces that the company has entered into a letter of intent to acquire the "No Fear" brand asset from Shadow Beverages and Snacks LLC, which will include the No Fear beverage license, the operating system and sales support behind the current distribution network.
No Fear is an energy drink that is distributed primarily through a DSD (Direct Store Delivery) network, which includes many of the independent Pepsi Bottlers. Recently, the brand has expanded nationally in the food service channel through an agreement with a national distributor.
"We are extremely excited about this opportunity with mix1 to dramatically expand a proven brand in the national marketplace. mix1 provides a great tasting natural protein drink which has proven to gain positive consumer and retailer acceptance in the marketplace. The combination of the mix1 and No Fear brands allow us to leverage our selling and operating systems that will expand distribution quickly and effectively to all channels on a national basis," said George Martinez, president and founder of Shadow Beverages.
Cameron Robb, CEO of mix1, says, "Shadow's team brings a broad range of operational experiences and an extensive marketing and sales network that will help drive mix1 to be a nationally known brand. They have successfully introduced and expanded top brands into the marketplace and know first-hand what it takes to make a good brand GREAT." The addition of the No Fear brand will generate additional revenue to our company while providing seasoned executives and an operating system which will accelerate our growth with both brands."
The new mix 1 team is deeply rooted in the beverage industry with experience across all functions. They have many years of experience expanding major brands through leading distributors and retailers. At the same time the team has an entrepreneurial spirit that supports a company that is focused on accelerating the growth of its brand partners.