Exhibiting at International Food & Drink Event (IFE) 2025

HELL Beverages UK Ltd is a subsidiary of the global HELL ENERGY brand, one of the fastest-growing and most widely recognized energy drink manufacturers in Europe. Established in the UK market to meet the rising demand for premium functional beverages, HELL Beverages UK operates out of Walsall, England, distributing a diverse range of energy drinks and ready-to-drink iced coffee products tailored to modern consumer preferences. With its aggressive branding, celebrity endorsements, and proven global success, the company continues to disrupt the UK beverage sector with bold flavours, innovative formulas, and competitive pricing.

Core Business

HELL Beverages UK's core business is the production, marketing, and distribution of energy drinks and iced coffee beverages. As part of the HELL ENERGY group, the company benefits from full vertical integration — from R&D to can manufacturing and global logistics. The UK branch specifically targets convenience retail, supermarkets, and foodservice channels, offering locally adapted flavours and branding while maintaining the premium quality standards of its parent company.

Product and Service Offerings

The UK portfolio of HELL Beverages includes two primary product lines:

• Energy Drinks:

  • HELL Classic (Original)
  • HELL A.I. (nootropic-enhanced)
  • HELL Black Cherry
  • HELL Apple
  • HELL Red Grape
  • HELL Watermelon
  • HELL Zero (sugar-free)
  • HELL Summer Cool Groovy Grapefruit
  • HELL Summer Cool Chillin’ Guanabana-Mango

• Ready-to-Drink Ice Coffee:

  • HELL Ice Coffee Latte
  • HELL Ice Coffee Slim Vanilla (reduced calorie)
  • HELL Ice Coffee Cappuccino
  • HELL Ice Coffee Double Espresso (high caffeine)
  • HELL Ice Coffee Salted Caramel

All beverages are made using high-grade ingredients, including real Arabica and Robusta coffee beans in the iced coffee line, and fortified with vitamins (B2, B3, B5, B6, B12) in energy drink variants. The company offers various packaging sizes and formats suited for both on-the-go consumption and bulk retail.

Specialization and Core USP

HELL Beverages’ core strength lies in its vertically integrated supply chain and its ability to produce beverages with consistent quality at scale. Globally, the parent company operates one of Europe’s most modern beverage plants with a daily production capacity of over 2 million cans. This allows the UK division to:

• Ensure consistent product quality
• Offer cost-effective pricing
• Deliver high-speed fulfillment to distributors

Additionally, HELL Beverages is known for its high-impact marketing strategy, including international celebrity endorsements (e.g., Megan Fox for HELL Ice Coffee) and motorsport sponsorships, which have successfully enhanced brand visibility across Europe and Asia.

Financial Performance

While UK-specific financial data is limited, global performance of the parent company HELL ENERGY Group reflects strong operational capability:

• Annual Global Revenue (2022): Estimated over €300 million
• Presence in over 50 countries
• Market Leader in Hungary, Romania, and several Balkan states

The UK division has been expanding steadily since its local launch, benefiting from the rising trend of functional beverages and growing health-conscious consumer base.

Shipment and Export Records

According to global trade data and distributor networks:

• HELL ENERGY exports to over 50 countries, including the UK, Germany, France, India, Russia, and UAE
• UK imports include regular container shipments of both energy drinks and iced coffee
• Utilizes local distributors and wholesalers in the UK to serve national retail chains and independent outlets

The brand’s expansion in the UK aligns with its broader European growth strategy.

Target Markets

HELL Beverages UK targets multiple customer segments:

• Young adults (18–35), particularly students, gamers, and fitness enthusiasts
• Retail chains, convenience stores, and supermarkets
• On-trade channels including gyms, cafes, and petrol stations
• Online retail platforms and drink subscription services

The iced coffee line also targets more mature, health-conscious consumers seeking caffeine alternatives with indulgent flavours.

Manufacturing Capabilities

Though HELL Beverages UK is primarily a distribution entity, it benefits from the extensive capabilities of HELL ENERGY Group’s production complex in Szikszó, Hungary:

• Fully automated filling lines
• In-house aluminium can manufacturing (QUALITY PACK Zrt.)
• In-house product development and laboratory testing
• Logistics hub supporting 2 million cans/day output
• Energy-efficient and environmentally conscious operations

This infrastructure ensures uninterrupted supply, quality assurance, and scalability for UK operations.

Certifications and Compliance

HELL Beverages meets all applicable international and local food safety standards:

• ISO 22000
• HACCP
• IFS (International Featured Standards)
• FSSC 22000
• Complies with UK Food Standards Agency (FSA) regulations
• Energy drinks clearly labelled with caffeine content and usage warnings

All products are vegetarian and do not contain preservatives or artificial colourants.

Customer Testimonials

Distributors and retailers have praised HELL Beverages UK for its responsive service and product appeal:

“HELL products move fast off our shelves. Customers love the flavours and packaging, and the brand's energy just stands out.”
— Category Manager, UK Convenience Retail Chain

Major Achievements

• Secured retail listings in major UK convenience and independent outlets within 18 months of launch
• Featured in major marketing campaigns with global ambassadors including Megan Fox (2023)
• Expanded UK product portfolio to include summer seasonal SKUs and sugar-free variants
• Awarded for packaging design and product innovation in multiple European trade fairs

HELL Beverages UK continues to strengthen its presence in the functional drinks market with a relentless focus on quality, affordability, and dynamic consumer engagement, aligning with the global energy drink boom and evolving lifestyle trends.