South China Morning Post reports that the same energy drink was launched in the United States back in 2012, but is being reformulated for consumers in Asia. The energy drink will be sold first in Hong Kong and Macau, gradually expanding to stores throughout China by the end of the year.
L.I.F.E. is a carbonated drink “specially formulated to suit the Asian palate.” It is targeted to young athletes across China and Hong Kong and is said to taste “sweet” and “fruity.”
“Hong Kong is such a great market to launch L.I.F.E. as it is a hugely vibrant and exciting city and place where youth culture plays an important role in influencing other markets across the Asian Pacific region,” Mike Miller, forward for the Portland Trail Blazers, told Coconuts Hong Kong.
L.I.F.E. is available in stores across Hong Kong, including 7-Eleven.