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London’s Black Fly Beverage Co., one of the top cooler makers in Canada, is partnering with a new, up and coming energy drink business to help it keep up with growing demand.
Exponent Energy Inc., another London beverage business, is shifting production to Black Fly in July from Equals Brewery in London because it needs more capacity to keep up with demand across Canada and the U.S.
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“We are huge compared to them but that is how we started. We are happy to invest in small brands and see them grow,” said Martin Kamil, an executive with Black Fly.
“This is about supporting the London eco-system.”
Exponent Energy makes an all-natural energy drink. In business for only two years, the company has landed deals with Sobeys and Metro Whole Foods and is in talks with Loblaws and 7-Eleven. Exponent Energy now sells into more than 1,000 stores split nearly evenly between the U.S. and Canada.
The company has forecast it could sell into more than 3,000 stores in 2025 and production may increase from under one million cans in 2023 to more than two million in 2025.
“We have had a lot of expansion in Canada and the U.S and as we grow we are excited to partner with Black Fly, they are a big player in the co-manufacturing space,” said Mike Pullam, who founded Exponent Energy along with Matt Stirling.
“There is a greater upside in the U.S. given the sheer size of demand there and the population.”
Exponent Energy offers plant-based, sugar-free energy drinks and markets itself as an alternative to the high-sugar, high-caffeine drinks of mainstream brands. Its products come without sugar and synthetic ingredients.
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Exponent Energy sells in nine U.S. states but by the end of the year it expects to sell into 20, Pullam said.
“The product works, people are looking for a better-for-you product that tastes good,” Stirling said.
“People are pleasantly surprised about how good it tastes.”
Founded in 2005 by Rob Kelly and Cathy Siskind-Kelly, Black Fly has seen sales grow more than 20 per cent and makes nearly two million cases of beverages a year, Kamil said.
“We are in the top five of ready-to-drink makers in Canada this year and the fastest growing brand,” he said.
“We consistently post double-digit growth.”
Black Fly makes more than 30 different flavours of cooler drinks and more than 25 beverages for various businesses including other ready-to-drink makers, sparkling water, lime beverages, malt beverages and sodas, Kamil said.
“I have known Matt and Mike for a while and they have created something from nothing. It is what we did at Black Fly. It is always a pleasure to work with London brands,” Kamil said.
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