New concept for non-alcoholic energy drink NON STOP™ from New Products Group – “Urban Jungle”


New Products Group presents a new concept for the classic NON STOP™ brand, developed in collaboration with a leading branding agency Tough Slate Design.

Urban / Jungle is a fight between night and day in the rhythm of a modern metropolis, where only the ones with the most energy win. The urban jungle is no place for the passive and lazy! NON STOP™ is a drink for those who are not satisfied with 24 hours in a day, who are busy with work or studies during the day and are looking for adventures at night. The new energy of Urban / Jungle is the energy of a big city that is tangible around the clock – after all, the metropolis never sleeps.

The updated NON STOP™ with a concise conceptual design from Tough Slate Design is represented by three flavours: NON STOP Original – a classic energy drink, loved by active people since 2005; the new strawberry and mint flavour NON STOP Jungle – for providing an uninterrupted working rhythm throughout the day; and the raspberry-acai and shonzemra NON STOP Urban – for endless nightly adventures.

The entire line of NON STOP™ drinks is optimized to be a source of energy, strength and intelligence. Due to the high content of caffeine and taurine in combination with a vitamin complex, NON STOP quickly provides a tangible surge of energy and power, increases physical endurance, mental concentration, reduces the feeling of fatigue and improves the emotional state.

“We are very impressed by the updated concept, because the energy of Urban / Jungle, the rabid rhythm of the never-sleeping city life is familiar to each of us. We are glad that from now on the time-tested quality is enhanced by an emotionally accurate message and modern design. We are confident that this new concept will further strengthen the brand’s position on the Ukrainian market of non-alcoholic energy drinks”, – comments Elena Selutina, PR Director of New Products Group.

The Ukrainian market of non-alcoholic energy drinks is now experiencing an upsurge. Over the past two and a half years, the consumption of non-alcoholic energy drinks in Ukraine has been growing rapidly. By the end of 2017, the sales significantly exceeded all previous years and, according to New Products Group data, totaled 5.36 million decaliters per year. Forecasts for 2018 are even more optimistic, predicting the sales to rise to 5.9 million decaliters.

New Products Group is a leader on the Ukrainian non-alcoholic energy drinks market. The consolidated share of NON STOP™ and PIT BULL™ energy drinks from New Products Group is 41% of the total market in physical terms. The share of only NON STOP™ is 17% of the market.

NON STOP™ has been on the market since 2005, and for the last two years the sales of this energy drink grew by 28.8% and in 2017 amounted to 7.1 million liters per year.

Energy drinks NON STOP Jungle and NON STOP Urban are sold in 0.5 liter aluminum cans, and the classic NON STOP Original – in 0.25 liter and 0.5 liter aluminum cans, as well as 0.75 liter PET bottles.