Non Stop energy drinks at Indusfood

Ukraine brand plans to penetrate East and South Indian markets

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Non Stop energy drinks
Yurii Rak, commercial director India, at New Products with a can of Non Stop energy drink at the Indusfood exhibition in Greater Noida. Photo IFB

New Products, a Kyiv-based manufacturer of drinks and functional products with a more than 55% market share in Ukraine, showcased its products at Indusfood Greater Noida. The company launched its brand Non Stop energy drinks in India in February 2023, which is available in in Punjab, Rajasthan, Haryana, Delhi-NCR, Gujarat and Mumbai and Pune.  

The USP of the Non Stop energy drinks is its taste and price point (Rs 55 for 250 ml), Yurii Rak, commercial director India, at New Products told IndiFoodBev, adding the product is imported from Dubai. Rak said the company plans to expand supply to the Eastern region, including Kolkata, and South India. 

The Non Stop energy drinks come in two flavors – Classic and Jungle. The Jungle flavor is his personal favorite, Rak said, adding it combines the taste of strawberry, lemon and mint and is perfect for Indian summers. The drinks that are enriched with vitamins B2, B3 and B5 have a shelf life of two years, he said, adding Non Stop is a 15-year-old established brand in Europe.

“In India, it’s not easy to compete in the energy drinks market but many consumers who try our product come back to buy it. We have a good team that puts in a lot of hard work and slowly and gradually we are growing in the Indian market,” he concluded. 

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Naresh Khanna – 10 February 2025

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