Hell Energy launched New Gen around a year ago as a lighter alternative to its traditional energy drink, built around a modest amount of caffeine, B vitamins, and lower sugar, for something you can more frequently and casually drink. A few months back, the brand refreshed the formula with added prebiotic fiber, leaning into the exploding trend of better-for-you prebiotic soda, and now it’s getting more attention by way of a limited edition, candy-themed flavor named Gummy Bear.
The temporary Gummy Bear Hell Energy New Gen aims to recreate the sweet, fruity, candy taste of classic gummy bears, alongside its lightly energizing caffeine and prebiotic benefits. The release is rolling out first through Lidl locations before anywhere else, and is also part of a broader promotional campaign. Basically, when you grab a can of New Gen in the next couple of months, check under the tab, and if there is an emoji, you could win a cash prize as high as 1,000,000 HUF (3,295 USD).
