Hell Energy Drink

Hell Energy Drink (stylized as HELL) is a popular energy drink brand distributed primarily in Europe and Asia. Hell Energy Magyarország Kft. was founded in Hungary in April 2006 as a privately owned company called KÖZ-PONT. Within three years it became the market leader in Hungary.[1] A major milestone for the brand's popularity was a two-year sponsorship deal with the AT&T Williams Formula 1 Team, where Hell Energy became second in the energy drink sector to enter the world of Formula 1 Racing. Hell Energy is now also a market leader in Romania, Bulgaria, Slovakia, Cyprus and Azerbaijan,[2] and is available in more than 40 countries worldwide.[3] Hell Energy has headquarters in Hungary, Romania, the United Kingdom, Russia and also in Cyprus.

Hell Energy Drink
TypeEnergy drink
ManufacturerHell Energy Magyarország Kft.
Country of originHungary
Introduced2006
VariantsHELL Classic
HELL Strong Apple
HELL Strong Red Grape
HELL Strong Cola
HELL Multivitamin
HELL Zero
HELL Summer Cool
HELL Ice Cool
HELL Magnum
HELL Strong Focus
HELL Active
Websitewww.hellenergy.com

Hell Energy is the builder and owner of Avalon Park, a resort, spa and event center complex in Miskolctapolca, a resort belonging to Miskolc. Avalon won several awards including gold medals in three categories at the World Luxury Hotel Awards. It received the internationally recognized 5-star classification at the International Hotel Awards.[4]

Factory

The Hell Energy factory was built in 2011 in Szikszó, Hungary. It has two can filling lines with production capacity of 2 million cans per day. There is a laboratory for the constant monitoring of the drinks' parameters. The factory has the highest food safety certificate - FSSC22000 - available in Europe. In 2012 the factory was officially voted as one of the best three factories in Europe in the 'Global and World Class Manufacturing' category at the Strategic Manufacturing Award in Düsseldorf, Germany. The plant is accompanied with a fully automatized logistic center with an area of 6000 square meters. The Hell Energy filling factory is able to manufacture 250, 330, 475, and 500 ml bottles. Hell Energy has been producing for import and export since 2011 in the Szikszó bottling factory. The can filling line has an annual capacity of 600 million cans, thus it can accept assignments and outsource requests from other brands.

Ingredients
Nutritional value per 100 mL[5]
Energy196 kJ (47 kcal)
11
Sugars11
0
Saturated0
0
VitaminsQuantity %DV†
Riboflavin (B2)
50%
0.6 mg
Niacin (B3)
53%
8.0 mg
Pantothenic acid (B5)
40%
2.0 mg
Vitamin B6
62%
0.8 mg
Vitamin B12
8%
0.2 μg
Other constituentsQuantity
Salts0.2 g
†Percentages are roughly approximated using US recommendations for adults.

The caffeine content of a single can of Hell Energy is 80 mg/250 mL (32 mg/100 mL).[6] This is about the same as one cup of espresso coffee.[6]

Marketing

In 2018, Hell Energy signed Rita Ora as their brand ambassador.[7]

Controversy

In April 2020, it was revealed by the Romanian press that the owner of the company is Ernő Barabás, a Romanian of ethic Hungarian origin who was involved in the beating of Mihăilă Cofaliu during the ethnic clashes of Târgu Mureș in March 1990.[8][9][10][11][12] In 1992, Barabas was sentenced to 9 years in prison by the Romanian judiciary system but ran away to Hungary, where he asked and received political asylum in order to avoid serving the penalty.[8][9][10][11][12][13] The Hell Energy company released a statement which said that the company "believes in the power of solidarity and reject all forms of discrimination from the moment the company was founded until now" and they "deeply condemn all forms of ethnic, religious, racial and other similar discrimination".[10][12]

Footnotes
  1. "The HELL won the MagyarBrands award this year again". Trade Magazin. 17 November 2015. Archived from the original on 5 October 2016. Retrieved 28 August 2019.
  2. "Energy for the energy drink". ABB. 5 November 2015. Retrieved 5 November 2015.
  3. "Hell Energy drink company to invest HUF 25-30 bln in Hungary". Budapest Business Journal. 22 February 2016. Retrieved 22 February 2016.
  4. Avalonpark.hu / Awards
  5. "HELL Summer Cool" (in Bosnian). 28 August 2019. Archived from the original (photography of part of the can with nutrition information, BiH import) on 28 August 2019. Retrieved 28 August 2019.
  6. "HELL Summer Cool" (in Bosnian). 28 August 2019. Archived from the original (photography of part of the can with general information, BiH import) on 28 August 2019. Retrieved 28 August 2019.
  7. "Bruce Willis is the new face of Hungarian Hell Energy". Media Marketing. Retrieved 13 June 2018.
  8. "Exclusiv. Milionarul Iadului: Ernő Barabás, agresorul lui Mihailă Cofar în 1990, trăiește în Ungaria" [Exclusive. Hell's Millionaire: Ernő Barabás, Mihailă Cofar's aggressor in 1990, lives in Hungary] (in Romanian). Evz.ro. 22 April 2020. Retrieved 26 December 2020.
  9. "Exclusiv. Milionarul Iadului: Ernő Barabás, agresorul lui Mihailă Cofar în 1990, trăiește în Ungaria" [Exclusive. Hell's Millionaire: Ernő Barabás, Mihailă Cofar's aggressor in 1990, lives in Hungary] (in Romanian). Evz.ro. 22 April 2020. Retrieved 26 December 2020.
  10. "Firma HELL Energy confirmă că patronul Ernő Barabás e călăul lui Mihăilă Cofar, românul linșat la Tg. Mureș" [HELL Energy confirms that the owner Ernő Barabás is the executioner of Mihăilă Cofar, the Romanian lynched at Tg. Mures] (in Romanian). Evz.ro. 28 April 2020. Retrieved 26 December 2020.
  11. "HELL – marca cu nume definitoriu pentru ungurul Erno Barabas, atacatorul lui Mihăilă Cofar de la Târgu Mureș" [HELL - the brand with a defining name for the Hungarian Erno Barabas, the attacker of Mihăilă Cofar from Târgu Mureș] (in Romanian). Ziarharghita.ro. 30 April 2020. Retrieved 26 December 2020.
  12. "Mihailă Cofar, românul mutilat pe viață de unguri la Târgu Mureș în 1990, a plecat, cuminte, la Ceruri. Statul actual și-a deschis larg porțile pentru afacerile de milioane de euro ale atacatorului lui, Ernő Barabás, patronul firmei HELL. Ultimele aplauze" [Mihailă Cofar, the Romanian mutilated for life by Hungarians in Târgu Mureș in 1990, went to Heaven. The current state has opened its doors wide for the multi-euro business of his attacker, Ernő Barabás, the owner of HELL. The last applause] (in Romanian). Activenews.ro. 4 December 2020. Retrieved 26 December 2020.
  13. "Vicepremierul Ungariei, Zsolt Semjén, promite protecţie tuturor ungurilor condamnaţi penal în afara Ungariei" [Hungarian Deputy Prime Minister Zsolt Semjén promises protection for all Hungarian criminals convicted outside Hungary] (in Romanian). Historia.ro. Retrieved 26 December 2020.
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