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7-Eleven, Mac's Increase Beverage Options

LAS VEGAS and MORTON GROVE, Ill. -- Xenergy Xtreme, the latest addition to XYIENCE's energy drink lineup, is now available in Canada at Mac's convenience stores in Ontario, and 7-Eleven locations spanning from Ontario to British Columbia.

Between the two retailers, Xenergy Xtreme is being offered at more than 1,000 new locations in Canada in Citrus Slam, Lemon Blast and Cherry Rush flavors. XYIENCE, based in Las Vegas, introduced the energy drink earlier this year in the United States.

Targeted to a younger, more brand-conscious consumer, Xenergy Xtreme has slightly more caffeine and vitamin B than the company's Xenergy Premium beverage, which is the official energy drink of the Ultimate Fighting Championship (UFC). Xenergy Xtreme is available in 16-ounce cans, and is calorie- and sugar-free, according to XYIENCE.

"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," stated Gus Prokos, vice-president of sales for Canada. He anticipates strong sell-through numbers for Xenergy Xtreme.

In other beverage news, Morton Grove, Ill.-based Lifeway Foods Inc. -- maker of the dairy drink Kefir -- said it has begun selling its products in U.S. 7-Eleven stores, The Associated Press reported. Shipments began Wednesday to 275 of the retailer's stores, and Lifeway said it expected products to be on the shelves by today.

Kefir will be sold in 8-ounce bottles and come in six flavors. The 7-Eleven stores also will sell three flavors targeted to children, and three types of probiotic Kefir wellness bars.

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