Bang (beverage)

Bang's parent company, Vital Pharmaceuticals, was founded in 1993 by Jack H. Owoc. It manufactures and distributes sports supplements and performance beverages under the brand name VPX. Its target market includes fitness enthusiasts and college students. VPX has several patents and proprietary trademarks. Products include REDLINE Energy Drink, Power Rush and Bang.

In 2012, the company introduced Bang, marketed as a low sugar carbonated energy drink that could be used as a healthier alternative to other similar products on the market.[2] Bang Energy's stated mission is to make high-quality nutritional supplements backed by scientific research.[3]

In 2017, Bang Energy announced a caffeine free variant of beverage, using beta-alanine in replace of caffeine.[4]

In 2019, the company opened a $52 million dollar manufacturing and distribution Facility in Phoenix, Arizona, which will operate alongside their 847,577 square foot manufacturing and distribution facility and world headquarters in Pembroke Pines, Florida.

In April 2020, PepsiCo entered an exclusive distribution agreement with VPX to distribute Bang in the United States.[5] On November 17, 2020, the company terminated their agreement with PepsiCo.[6]

Bang maintains a large social media presence, which it uses to extensively market its products through modeling deals and advertising campaigns. The company uses Instagram to announce new products, and has just over two million followers on its main account.[7] Bang also runs an ambassador program, which they call Bang Influencers. These are usually well known influencers on social media, of whom already have an established presence.[8]

Alongside its mainline energy drink, the company also produces several other products marketed under the Bang brand. These include:

• Natural Bang, marketed as an all-natural alternative to mainline Bang.[9]
• Bang Keto Coffee, a high protein coffee drink.[10]
• Bang Shots, similar to that of 5 Hour Energy[11]
• Bang Pre-workout[12]
• Bang Sweet Tea[13]
• Bang ThermIQ, a liquid capsule dietary supplement marketed as a fat burner.[14]
• Bang Box, a monthly subscription service which contains samples as well as full-size Bang products.[15]

Vital Pharmaceuticals was sued by competing energy drink manufacturer Monster Beverage. Vital countersued. Monster alleged that Vital engaged in consumer deception and anti-competitive business practices. Vital alleged that Monster infringed their copyright by use of similar trade dress.[16][17]

VPX Pharmaceuticals is also currently involved in a legal battle with PepsiCo for alleged misconduct and foul play by PepsiCo. After terminating the distribution agreement with PepsiCo, Bang alleged that PepsiCo was misrepresenting itself as the exclusive distributor of their products, and threatened lawsuits against suppliers and distributors who didn't purchase Bang products directly from them.[18]

In 2020, Bang reduced its plastic use from 97% to 1.3% in an attempt to help the environment as plastic bottles are a large contributor of pollution. The company will be opening a new processing plant in Lithia Springs, Georgia, and to help contribute to the reduction of plastic use in the beverage industry this plant will produce 4500 aluminum cans every minute. According to Bang's CEO Jack Owoc, they are trying to take the lead in setting trends to help stop pollution and save the planet.[19]

• Official website