Bond’s Fusion Energy competitive in energy-drink sector

SAN DIEGO Bond Laboratories is looking to capitalize on the growing category of energy-drink shots—2 oz. beverages merchandised alongside nutrition bars in part because they don’t require refrigeration. According to the company, energy shots make up 11.7 percent of the overall energy drink category—a $2.6 billion category in 2006 based on wholesale sales according to the Beverage Marketing Corporation.

The category represents an added convenience for consumers, plus the shots do not contain nearly as much carbohydrates and sugar as do many full-size energy drinks. And for retailers, it’s a small cube with exceptional turns that’s easy to merchandise in high-impulse locations throughout the store, the company noted.

In addition, Bond Laboratories is the official sponsor of L&M Racing, the premier supercross (dirtbike racing) team. Fusion Energy will sponsor L&M Racing, which fields two of the top names in the sport—Chad Reed and Nathan Ramsey through the AMA and World Supercross Championships and additional stadium races during the 2008 series.

Fusion Energy also sponsors golf pro Pat Perez. The company’s total consumer ad budget for 2008 is almost $7 million, the company reported.