Amway has acquired XS Energy, a California-based brand of energy drinks and snacks that has been successfully marketed through parties around the U.S. and Asia.
Neither the price or terms of the agreement were disclosed by the Ada-based direct-selling giant in announcing the deal on Wednesday, Jan. 14.
The acquisition of the brand is being described as a strategic move for Amway to leverage XS’ approach of connecting with young entrepreneurs.
Amway, which reported sales of $11.8 billion in 2013, makes Nutrilite vitamin supplements, Artistry cosmetics and eSpring water treatment systems that are sold through 3 million distributors around the world.
The XS Energy brand has been sold as an Amway product since 2003. It’s now distributed in 38 countries, generating annual sales of $150 million. Available in a range of flavors, XS Energy is described by its makers as a sugar-free energy drink loaded with B-vitamins.
The brand’s YouTube videos shows co-founder David Vanderveen and others on stages at rave-inspired gatherings smirking for a camera and crowdsurfing like rock stars.
The parties are “lifestyle branding” which show that work and play can blend together.
Vanderveen will join Amway as vice president and general manager for the XS brand to provide his expertise about connecting with the under-35 crowd.
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