New energy drink to conquer the Polish market this month

"Energy drink Kalaschnikow will be available in stores in three weeks," said Leszek Siwek, president of Armada AG, an exclusive distributor of Swiss Itex. The new brand will not compete on the market with price, as it intends to compete directly with premium segment players, such as Red Bull and Burn. "Within two years we intend to enter the top three best selling energy drinks in Poland," said Leszek Siwek. The new brand will focus on music events instead of sport events and sport celebrities, such as in case of Red Bull. "The Polish market has already been divided between the strongest players and there is no room for a new brand," said Wiesław Włodarski, president and owner of Food-Care, which sells the Tiger energy drink, which ranked first in terms of sales volume on the Polish market in 2007.