iQ Fuel enters collaboration with Alexander Isak and launches two functional sports drinks

STOCKHOLM, May 10, 2021 08:00 CET

The fast-growing, Swedish brand iQ Fuel has begun a collaboration with football star Alexander Isak - and is now launching two functional sports drinks together with the football player. The drinks have been widely listed in the grocery trade and the effort is now being expanded with broad marketing initiatives. First out is a digital campaign in collaboration with JCDecaux, which will market the launch of the new products on 189 outdoor screens around Sweden.

Since the launch of its first beverages in 2020, iQ Fuel has shown strong growth. Through high-quality products, clear differentiation and collaborations with sports stars such as Jesper Bratt, Nicklas Bäckström and some of Sweden's largest sports organizations, the drinks have taken a strong position in the market. Ahead of this summer's European Football Championship, a collaboration premieres with the football professional and national team player Alexander Isak, who comments:

• Together with iQ Fuel, I have created two new flavors - Lemon / Yuzu and Tropical. iQ Fuel's drinks have very good content, which means that I can really stand behind the products, and is the reason why I chose to jump on the idea.

iQ Fuel's drinks are sold at ICA, Coop, Willys, Hemköp, Privab and are also available at sports facilities throughout Sweden. The number of retailers is currently around 3,700 and is increasing. iQ Fuel was recently acquired by Frill Holding AB and Peter Blom, CEO of Frill, comments on the launch:

• The collaboration with Alexander Isak means that we can further develop our distribution, create interest and awareness of a healthy alternative in functional beverages in a fast and efficient way. The reception of the products is positive and will be followed up with more exciting launches during the year. The wide distribution of iQ Fuel's products also gives our other brands good opportunities for increased distribution.

For more information, please contact:

Peter Blom, CEO Frill Holding AB

Tel: +46 706 555 698

E-mail: peter.blom@frill.se

About the Frill Group

Frill is an innovative company that has developed a unique food tech platform for the development of products within functional foods. Through organic growth and an acquisition strategy, the company will become a leading business in Functional foods in the Nordics and contribute to better health and quality of life. Current brands within the Frill Group are: iQ Fuel, Homie Life in Balance, Bezzt of Nature, Nathalie’s Direct Trade, Frill, Add Ice Cream.

Frill Holding creates healthy dietary alternatives based on scientific facts and delivers affordable and healthy diets to consumers. The company is based in Stockholm and is listed on the Nasdaq First North Growth Market, short name FRILL B. FNCA Sweden AB is the company's Certified Adviser. Tel. +46 (0) 8 528 00 399, email info@fnca.se

The Frill Group consists of eight companies: Frill Holding AB (publ), Add Nutrition AB, Zendegii Frill Ltd. (UK), Frill Inc. (USA), Bezzt AB, Kling Homie AB, Nathalies Direct Trade AB and iQ Fuel AB.