No Fear Extreme has secured its first supermarket listing and set out its stall as a major player in the ­energy drink category.

From 10 October, it will be rolling out to 238 Asda stores in 485ml cans (rsp: £1.29) featuring a resealable top that producer Aimia Foods said was unique to the UK and would keep the drink fresh all day. Sales of Extreme, launched in February last year, had grown 700% in the past 12 months, according to brand manager Neal Haworth.

Next month, the brand is targeting 16 to 24-year-old men with digital and print campaign Fearless Fred, which will reward a winner with a once-in-a-lifetime trip to face their greatest fear.

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