Glowing cans from Rexam

Radioactive Energy Drink has been relaunched in cans featuring graphics that glow in the dark.

The drink, which is available in the US, has been reformulated and relaunched in 16oz cans from Rexam. It features a unique blend of vitamins, antioxidants and increased levels of Vitamin B-12, which has been proven to be essential to the body’s energy.

It has no artificial colours, no preservatives and no high fructose corn syrup.

The cans feature updated graphics that include fluorescent ink that glows in the dark under a black light. The company also reformulated its beverage to add more vitamins, lower the caloric intake and reduce sugar to deliver the ideal energy boost.

“Our beverage is perfect for the health conscious consumer who wants a boost to support their active lifestyle,” says Joseph Rossi, CEO, Radioactive. “Our distinctive formulation provides superior energy that helps fuel a busy day. And through our partnership with Rexam, we are able to provide it in a great-looking new can with glow-in-the-dark graphics that really ‘pop’ off retail shelves.”

The company chose Rexam cans because they help the beverage stand out in the crowded beverage marketplace. Radioactive also benefits from and supports the fact that aluminium cans are the best environmental and sustainability choice.

“We understand that the goal of packaging is to help build customer brands and bottom lines,” adds Andre Balbi, president and CEO, Rexam Beverage Can Americas. “In this case, we were able to work closely with Radioactive to deliver a unique can that differentiates the brand and catches the eye of the consumer.”

Radioactive is currently available at select retailers in California, Nevada and Illinois. It will be available soon in Arizona and New Mexico, and there are plans for continued expansion throughout the year.

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