Hungarian energy drinks company Hell Energy has started production of a new recipe drink on Monday at their facility in Szikszó. The novel recipe was developed by artificial intelligence (AI), and the product will be exported to over sixty countries in addition to being available in Hungarian stores, a statement by the company said.
According to the statement,
the ingredients, design, marketing, and production of the new flavour were all based on artificial intelligence-driven processes.
Using the vast amount of information available on the internet, AI created what it considered the best recipe. The recipe contains real caffeine, an optimised amount of sugar, as well as vitamins and amino acids, and, naturally, meets all food industry regulations, as stated in the press release.
The recipe is kept secret and stored on a computer with high-level security measures, with a backup copy being held in a Swiss vault, the statement added. There is already significant interest in the new product on the market, and consumer feedback has been positive, the company’s communications advisor Réka Szondy shared. She noted that 58.7 per cent of Hell Energy’s products were sold for export last year.
According to the consolidated income statement published on the website of the Budapest Stock Exchange (BÉT), Hell Energy Hungary Ltd. achieved a net revenue of nearly 150 billion forints in 2022, of which domestic sales accounted for 61.8 billion forints, and export sales amounted to 88 billion forints.
Réka Szondy informed MTI that of the export sales, 68.194 billion forints came from within the European Union, while 19.947 billion forints came from outside the EU in 2022. In 2021, the company’s net revenue was 100.496 billion forints, with domestic sales reaching 44.322 billion forints and export sales totalling 56.174 billion forints. The company’s taxable profit was 13 billion forints in 2022, compared to 15.5 billion forints in the previous year. The company’s shares are traded on the BÉT Xbond market. According to public company data, Hell Energy Hungary Ltd. employed an average of 1062 people in the past fiscal year and 867 people in the previous year.
The statement highlighted that the Hell Energy group is a market-leading company not only in Hungary, but also in several other countries. Thanks to growing demand for Hell Energy products, the company’s revenue expanded by approximately 50 per cent last year, with generated in international markets. The company ranks 12th in the global export ranking of soft drinks.
Just a week ago, Hell Energy announced a 200-million-dollar investment to Azerbaijan.
The agreement with the Azeri counterpart outlined plans for a joint investment to establish a manufacturing facility worth $211 million in the Southern Caucasus country, with the plant scheduled for completion in 2025.
The facility aims to produce 700–800 million aluminium beverage cans annually, with approximately half of them filled, mainly to meet the demands of local and regional third-party brands. Additionally, the company plans to serve its own local and regional markets from this plant.