Sneak: A leading challenger in the huge energy drink market, with roots in DTC but a fast-growing grocery retail presence.
About
Founded in 2018, Sneak was created as a healthier and culturally relevant alternative to traditional energy drinks, with zero sugar and only natural colours and flavours. It was sold mainly as a powder that consumers mix with water at their convenience, but has since transitioned into a true multi-channel and multi-format player with the introduction of RTD ("Ready-to-Drink") cans.
Our journey with Sneak:
True invested in 2021, having watched the gaming industry go through a period of significant growth - the brand's traditional heartland. More pertinently, Sneak's aesthetic, design and customer-centricity made it stand out, particularly against an energy market dominated by Red Bull and Monster. Community remains core to the brand, which Sneak taps into frequently for insights, product development ideas and other data.
As part of our partnership, we supported a founder transition, bringing in Ashley Read (formerly CMO of Science in Sport plc) to lead the brand through the next phase. Since then, Sneak has expanded into RTD cans across various flavour combinations, growing to 14,000 UK distribution points (and growing fast).
Brand Facts
Founded in 2018 as a DTC proposition
Created as a healthier, culturally relevant alternative to traditional energy drinks, with zero sugar and all natural colours and flavours
14,000 UK distribution points and growing
Now led by Ashley Read, formerly CMO of Science in Sport plc.
True Stories…
Disruptive energy drinks brand Sneak Energy’s first OOH campaign goes live this June and runs throughout the summer, broadcasting its formula’s powerful ability to ‘Hack Your Brain’.