Marketing and Sponsorship

Sports drink company X2 signs distribution deal with AB ONE

By Chris Smith

Sports drink manufacturer X2 Performance has landed a retail distribution deal with Anheuser-Busch’s AB ONE unit. The deal will initially focus on L.A. and place X2 products in 7-Eleven, ampm, Circle K and Anabi Oil locations in the city, where X2 has previously had distribution through deals with CVS and Subway. Former Aramark and Pepsi Bottling Group CEO Eric Foss, who in July invested in the company and joined its BOD, will now also take on the role of Chair. Private equity firm L Catterton is the company’s lead investor and earlier this year led a $16M Series D funding round that included an investment from Giants RB Saquon Barkley.

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