Maximus releases its first zero-sugar sports drink

Beverage giant Frucor Suntory’s sports drink brand Maximus, has launched Zero, its first sugar-free option in its best-selling flavour – Blue.

The brand says it aims to shatter the myth that zero sugar means taste-free, and its formula is able to retain Blue’s “remarkable” taste.

Lisa Pearce, marketing manager, nutrition and hydration, Frucor Suntory – Oceania, said Maximus is about delivering choices to consumers.

“The launch of ZERO is a proud moment for us, as it showcases our dedication to flavor innovation,” said Pearce.

“With ZERO, we’re giving  consumers an irresistible option that doesn’t compromise on taste.”

Maximus Zero is available in 1L bottles for an RRP of $5.50 in groceries, supermarkets, and convenience stores nationwide.