Retailers can get their energy drink sales buzzing this summer as BeeBad, a new energy drink made with honey, enters the market.

Made in Italy, BeeBad is sweetened with honey and contains royal jelly, ginseng and vitamins B6 and B12.

It is available to convenience retailers through Palmer and Harvey Plus Extra in cases of 24 and has an RRP of £1.49 per can.

The launch will be backed by newspaper and magazine advertising, as well as a sponsorship of a major European football team.

Cristian Czar, director of Czar & Co, said the corcern regarding refined sugar provides a great opportunity for retailers stocking the brand.

“BeeBad will be in demand from health-conscious consumers who are prepared to pay more for a tasty energy drink made with natural ingredients,” he added.