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    5-hour Energy Line Getting Flavor Overhaul

    Ad campaign for relaunch kicks off Feb. 2.

    FARMINGTON HILLS, Mich. — 5-hour Energy is getting a product line-wide flavor overhaul in 2015. The new and improved shots have already begun shipping to retailers and should be available on shelves nationwide within the month.

    The flavor relaunch is the most significant change to the product taste in 5-hour Energy's 10-year history, according to parent company Living Essentials LLC, which based the changes directly on consumer feedback over the last year.

    "The message is clear. Our customers want an energy shot that tastes great, and we've given them what they've asked for," said Melissa Skabich, director of communications for 5-hour Energy. "The new and improved taste of 5-hour Energy shots is a testament to our ongoing commitment to always improving our product, and we're extremely proud of what we've created."

    While the flavor profiles have improved, the quality remains the same, the company said. The newly designed labels are marked "New Improved Taste."

    "Fans of 5-hour Energy shots won't be disappointed because we still offer the same 10 great flavors, as well as decaf," Skabich added. "We're optimistic that the better-tasting product will result in increased demand through the existing and new user base."

    A national advertising campaign for the flavor overhaul kicks off Feb. 2.

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