Boxing champion Tyson Fury is aiming to be a knockout with shoppers, taking on Red Bull and Monster with a new energy drink bearing his name.
The brand, named Furocity, launched yesterday and is available now at Iceland supermarkets in store and online.
Each 500ml can has a £1.50 RRP, but you can currently get four for £4.50 in a launch deal at Iceland.
Furocity comes in four flavours - Black and Blue Raspberry, Sour Apple Punch, Sour Cherry Knockout and Furocity Original - and the heavyweight is typically self-congratulatory about the new drinks.
He said: "Unlike my opponents, Furocity packs a real punch. It's about hitting your day harder and making the moment count.
"It's a feeling you can't bottle. So I put it in a can."
The launch comes during a busy time for Fury, who is not only finally had the venue agreed for his WBC title defence against Dillian Whyte in the next few months but has also confirmed he's serious about a big-payday blockbuster boxing match against UFC champion Francis Ngannou.
The Furocity drinks are the start of a team-up between the Gypsy King and the supermarket.
Sugar-free versions are reportedly due out next although the drink's marketing information points out that Furocity contain less than half the sugar of both Red Bull and Monster (4.3g per 100ml compared to 11g for both the competitors) and are below the Government threshold for the sugar tax.
Each can also contains as much caffeine as a double espresso, along with the amino acid Taurine, which is believed to have antioxidant properties and help boost metabolism.
