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The Beachbody Company (BODi) has expanded its performance nutrition footprint with the commercial launch of INSANITY Liquid Shock Energy Drink, a zero-sugar, ready-to-drink (RTD) beverage formulated for high-intensity physical and cognitive demands.
Available initially via the company's direct-to-consumer digital storefront, the single-serve canned energy drink adapts the intellectual property of BODi’s 17-year-old INSANITY fitness programme into a functional beverage format. The launch introduces a multi-active formula combining 300 milligrams of caffeine with patented botanical alkaloid stimulants, nootropic compounds, and amino acids.
The rollout marks the company's latest initiative to extend its legacy digital and home fitness franchises into complementary consumer packaged goods, bridging daily workout subscriptions with functional sports nutrition.
"Our INSANITY fitness programs challenge people to achieve extraordinary physical and mental results," said Carl Daikeler, Co-Founder and Chief Executive Officer of BODi.
"We wanted an energy drink to match that next-level intensity, and this new INSANITY Liquid Shock Energy Drink delivers. Formulated to go far beyond caffeine alone and other energy drinks, INSANITY Liquid Shock provides an incredible range of performance benefits in a single serve can. We've taken the essence of our world-famous INSANITY fitness programs and formulated a powerful energy drink designed for high-intensity achievers, athletes, students, and gamers."
Triple-Stimulant Matrix and Active Formulation
The beverage formulation combines three distinct energy-supporting compounds alongside cognitive and endurance actives within a five-calorie, zero-sugar base:
Triple-Energy Foundation: Combines 300mg of caffeine with plant-derived purine alkaloid stimulants TeaCrine® and Dynamine® to deliver sustained alertness.
Cognitive and Nootropic Support: Formulated with Alpha-GPC and L-Tyrosine to support cognitive clarity and mental reaction times during sustained exertion.
Physical Output Actives: Incorporates an amino acid blend of L-Citrulline, Betaine, and Taurine to support blood flow and physical performance.
The product launches across four distinct flavour varieties:
🍧 Nuclear Sherbet: A tangy, sweet frozen-dessert-inspired profile.
🚀 Off Your Rocket: A bold, fruit-forward energy profile.
🍏 Radioactive Sour Apple: A tart, high-acidity green apple formulation.
🍉 Sourmelon Panic: A sour-sweet watermelon flavour profile.
Expanding the INSANITY Ecosystem
The RTD launch represents the initial phase of a broader performance nutrition rollout tied to the INSANITY masterbrand.
On 12 November, BODi will expand the franchise further with the introduction of INSANITY Pre-Workout Powder, an ingestible supplement delivering 360mg of caffeine alongside TeaCrine®, Dynamine®, and performance-focused compounds engineered to support muscle pump, strength, and training endurance.
The supplement introduction is scheduled to coincide with the digital premiere of INSANITY: Unhinged, an updated training series featuring three-time HYROX World Champion Hunter McIntyre, streaming exclusively on the BODi platform.
The coordinated product additions position the INSANITY range alongside BODi's established nutritional portfolio, which includes Shakeology, the P90X Supplement System, and P90X Energy Drinks, consolidating the group's presence across pre-workout, recovery, and lifestyle hydration categories.
Pricing and Retail Availability
BODi is executing a phased route-to-market strategy, commencing with digital direct-to-consumer distribution before expanding into broad retail channels:
Direct-to-Consumer Packaging: Merchandised in 12-pack cases on BODi.com at a retail price of $29.99 ($2.50 per can), supported by introductory promotional pricing.
Omnichannel Expansion: Commercial availability will expand to Amazon and third-party retail partners over the coming weeks.
By deploying an e-commerce-first launch, BODi leverages its existing digital fitness subscriber base to drive early trial and purchase volume ahead of prospective physical retail distribution across grocery and convenience fixtures.
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