SoBe Adrenaline Rush is a part of Pepsico's SoBe stable that sells 30 different products in fortified teas, fruit drinks, and dairy based beverages; functional waters and energy drinks. The drink, made with Bio Energy Ribose, will retail in Mumbai, Delhi and Bangalore.
Targeted at the 24 year plus urban youth, who are striving to achieve their work as well as lifestyle goals, this product will try and address the need for instant energy. The drink has been positioned as an energy supplement.
SoBe Products are now available in 25 countries outside USA.
SoBe Beverages were created in the US in 1997 by John Bello, the former president of the National Football League, to provide consumers great tasting product with vitamins, nutrients, and herbal additives that provided a variety of functional benefits to consumers. SoBe skyrocketed to become the "1st Mass Marketed Functional Beverage in the USA" (according to Beverage Week Magazine).