What Happened to Bang Energy? [Is It Discontinued?]
Since 2012, when the brand was launched by the sports supplements and performance drinks brand Vital Pharmaceuticals, VPX for short, Bang Energy quickly became the third most prominent brand in the industry. Although it has seen its fair share of issues over the years, it was not until October 10, 2022, that the parent company of Bang Energy, Vital Pharmaceuticals, filed with the courts for Chapter 11 bankruptcy protection.
You may be wondering if this means the brand will be discontinued. These are justified concerns for a brand that has had its fair share of troubles since its launch. However, there is more to the story than you may have heard or realized.
Unfortunately, Bang Energy’s success has also involved many low periods along with the high points.
In the following article, we will look at the story of Bang Energy and its controversy in greater detail and provide an answer to whether or not the products will be discontinued.
Bit of History into Bang Energy
Bang Energy was first established as VPX or Vital Pharmaceuticals in 1993 by original owner Jack Owoc. The company produced and distributed performance beverages and sports supplements.
Bang Energy as a brand was first created by its parent company in 2012. It was marketed to the energy drinks market as a low-sugar alternative to the existing carbonated energy drinks. The company claimed it was aiming to produce high-quality supplements that were nutritional and fully backed by scientific research.
Then, in 2017, the company announced it would launch a caffeine-free version of the drink that relied on beta-alanine instead of caffeine.
In addition to its existing and original site at Pembroke Pines in Florida, the company opened a new manufacturing and distribution center in Phoenix in 2019.
Legal Actions and Controversies
As one of the most popular and successful energy drinks brands, it may surprise you to learn that the company has had a rocky time in recent years.
The parent company behind Bang Energy, Vital Pharmaceuticals, was sued by their competition, Monster Beverage. Monster claimed that VFX had engaged in anti-competitive business practices and consumer deception. In turn, Vital then countersued with the allegations that Monster Beverage used similar trade dress and was, therefore, guilty of copyright infringement.
A separate suit issued by Orange Bang and Monster Beverage sued VFX for trademark infringement. Vital had previously been sued by Orange Bang in 2009, but the companies settled the following year, with the agreement of restrictions being in place on Vital using the Bang Trademark, limited to the sale of drinks that were “creatine-based” and sold exclusively at gyms and other fitness facilities and venues.
This settlement was infringed when VFX introduced the Bang Energy RTD drink as one of the main ingredients was called “super creatine.”
As part of that suit, it was found that “super creatine” did not actually contain any creatine or enough to raise the body’s own natural levels of creatine. An official arbitrator ruled This case in favor of Orange Bang and Monster Beverage, and VFX owed damages amounting to $175m.
Further, Monster Beverage won a false-advertising suit against Bang’s “Super Creatine” supplement, winning $293m.
Vital Pharmaceuticals was also sued in October 2021 by Sony Music, with the claim that Bang Energy’s social media accounts infringed on copyright by using the company’s music without a license.
Prince’s estate, then, in August 2022, won another lawsuit against the company because they used the trademarked “Purple Rain.”
Another massive lawsuit involved Vital Pharmaceuticals and PepsiCo, with VFX alleging the company of foul play and misconduct. This followed the exclusive distribution agreement that PepsiCo and VPX entered in April 2020 to distribute Bang Energy products throughout the USA and gave PepsiCo an official notice of termination on November 17 of the same year.
When the company engaged in legal action with PepsiCo, it alleged that it had been misrepresenting itself and threatened several lawsuits against distributors and suppliers that did not purchase them directly from PepsiCo. An emergency-appointed arbitrator in December ruled that Pepsi remained the exclusive distributor of the products until 2023.
The companies transitioned mutually from their agreement in June 2022, and the company owner and CEO at the time, Owoc, claimed that all the disputes with the company had been fully resolved and settled.
Consequently, after the incidents between PepsiCo and VPX, it was reported that the talks between VPX and Keurig Dr Pepper about Keurig purchasing Bang Energy’s parent had fallen apart.
That wasn’t the only issue the company faced in a tumultuous few years because, on October 10, 2022, VPX filed for Chapter 11 bankruptcy protection. This occurred three months after Jack Owoc was removed and then replaced with the interim CEO of John DiDonato. Then Monster Beverage agreed with VPX to buy the company on June 28, 2023, officially completed in July.
Association and Support of Former President Donald Trump
The brand’s founder has been an active and vocal supporter of the former US president, Donald Trump, and donated $250,000 to the organization America First Action, a super PAC. Bang also courted controversy by attending the Turning Point USA conferences and participating in a stunt that involved firing cash from a money cannon into the audience.
Covid-19 Pandemic Controversy
During the COVID-19 pandemic, Bang Energy drew further controversy in response to the pandemic by ordering its employees to attend an in-person meeting that was deemed mandatory and a “dance party” as part of promotion for their new Redline Noo-Fusion line without proper security protocols or social distancing in place.
Conclusion
In conclusion, although the Bang Energy brand and its parent company, Vital Pharmaceuticals, have faced many controversies and financial issues in the past few years, it does not appear that the products will be discontinued. With Monster Beverage purchasing the company, it seems likely to continue to distribute and sell Bang Energy products for the time being. We are sure more details of the new owner’s plans will be revealed soon.