Tang—the drink mix that blasted off with NASA astronaut John Glenn in 1962—hasn’t made many earth-shaking headlines since then. But it’s about to gulp back into pop-culture consciousness thanks to a partnership with Plano-based AN Supps, the North American division of U.K-based Applied Nutrition.
AN Supps is rolling out Tang co-branded sports nutrition products in multiple formats and flavors across North America, the company announced. The deal was brokered by Kraft Heinz’s exclusive licensing agency, Brand Central, and is launching under AN Supps’ ABE All Black Everything branding.
By leveraging the “industry know-how, manufacturing, and distribution” from AN Supplements, Tang is marking its first-ever extension into sports nutrition. AN Supps said.
Nostalgic brand gets a 21st century boost
Generations who grew up stirring original Tang drink mix can now find the brand’s Orange and Orange Strawberry varieties in a new energy drink format.
“Since 1957, Tang has a rich history of creating smiles with every sip,” Charter Foster, senior licensing manager for Kraft Heinz, said in a statement. “In partnership with AN Supps, we’re excited to leverage their innovative products with the unique equities and nostalgia of Tang to drive conversation and excitement for the brand in new beverage categories and bring this same experience to the sports nutrition aisle.”
Canned, carbonated, and ready to drink—with powders on the way
The launch is beginning with carbonated, ready-to-drink canned energy beverages sold through AN Supps’ direct-to-consumer website as well as Amazon, coolers in gyms across the U.S., and specialty retail.
Launches of the energy beverage at other retailers “are quickly forthcoming,” the Plano-based company said.
Next month, AN Supps will launch Tang co-branded pre-workout powder, caffeine-free pre-workout powder, and hydration powder, in the same orange flavor format exclusively at The Vitamin Shoppe locations.
What’s in it
AN Supps said the co-branded drink is “gluten free, sugar-free, and boasts natural flavors as well as Citrulline which helps enhance endurance, reduce muscle fatigue, and improve high-intensity exercise.” The addition of Betaine Anhydrous enables Tang energy drinks to “help increase metabolism and augment muscle strength,” the company claims.
“Tang is one of many brands—and canned energy beverages, the first of many formats—that allow our corporations to equitably share our respective marketplace strengths,” AN Supps CEO Aaron Heidebreicht said in a statement. “Furthermore, the brand is a wink to anyone taking care of themselves in the present, while wistful of the brands they have enjoyed in the past.”
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