Beyond NRG becomes UK’s most widely distributed gaming energy drink after reaching 375 Holland & Barrett stores, as wellness retailer adds new gaming category for the first time

Holland & Barrett has become the UK’s first general high street retailer to list an energy supplement for gamers after signing a deal with Beyond NRG.

This has made the new gaming energy drink brand Beyond NRG the UK’s most widely distributed gaming energy drink, according to a press release published today. It will now be stocked in 375 Holland & Barrett stores across the country.

Whilst Holland & Barrett is famous for listing health supplements, this industry-first sees the Holland & Barrett website create an entire new category dedicated to gaming. 400g tubs (containing 40 servings) are now available for £34.99 online and in store.

Beyond NRG says this takes the idea of energy supplements for gamers ‘to an entire new level’.

Billy Webb, founder and CEO of Beyond NRG, said: “We are seeing an incredible difference in how people view esports this year. There is a billion-pound global supplements industry all targeted towards fuelling your body for physical sports – but limited options that fuel mental performance for this ever-growing category.  

“We wanted to create a drink that genuinely helps people compete, along with putting nutrition at the forefront of their minds. With a rush of natural energy, zero crash and more importantly, a range of vitamins and minerals, Beyond NRG can give players their recommended daily intake in just two scoops.”

Fabian Broich, head of performance at UK-based org Excel Esports, which has a partnership with Beyond NRG, commented: “The lifestyle of professional gamers within esports is not at the same level as traditional professional athletes. Unfortunately, malnutrition, vitamin deficiencies and improper schedules are the challenges we are continuing to see arise within the industry.

“We are thrilled to see Beyond NRG and Holland & Barrett joining forces to help tackle these challenges. This new tasty and natural drink will help to further bridge the gap of improper diet and lifestyle, as well as helping to optimise a gamers well-being and performance for the better.”

The news comes as a Beyond NRG study finds that nearly half of Brits (46%) believe that being a gamer is a real career. A third (33%) of those questioned said that they would love to change professions to become a pro gamer, with over a quarter (27%) suggesting gamers who play on esports teams should be referred to as athletes.

The study demonstrates a shift in public perception towards the industry, which has been fuelled by the global lockdown, causing a huge spike in gaming during 2020 and a rise in programmes such as the Fight for First: Excel Esports documentary on BBC iPlayer this year.

The research, conducted last month, reported that nearly three quarters (71%) of respondents think that gaming is being taken more seriously than ever before, with just under half (47%) labelling esports gamers as celebrities. When questioned, 43% knew who famous YouTube streamer Pewdiepie was, yet only 21% knew who global supermodel Winner Harlow was.

There also appears to be a new stance on good health and gaming, as more believe that the two should go hand in hand. Nearly three in four (73%) of those questioned believed that if you nourish your body the correct way, your mind will become more receptive, which could potentially improve your gaming capabilities. Then, nearly a quarter (23%) would take a specialist supplement if they thought it could improve their gaming.

Products developed by the scientists at Beyond NRG avoid traditional high sugar, synthetic caffeine carbonated alternatives, instead focusing on a ‘nootropic stack’, alongside a series of natural ingredients that claim to improve blood flow, enhance cognitive function, reduce stress and relieve anxiety.

Beyond NRG say their products are sugar-free, have less than 20 calories per serving, contain no artificial colours and are suitable for vegetarians.

Beyond NRG has partnerships with esports teams in the UK including Endpoint, Excel, Clique, Rize and Albion Giants, as well as Valorant community The Goose House.

Esports News UK recently reviewed the gaming energy supplement, which you can read via the link below.

Further reading: Beyond NRG review: Just another gaming energy drink or a breakthrough formula?

Dom Sacco

Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.

As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.