New York, January 28, 2026 — KRATOS, a newly launched performance energy drink brand founded by entrepreneur Atef Hazime, has entered the global energy drinks market with a product designed for sustained performance rather than fleeting highs.

The brand targets adults navigating high-pressure environments—professionals, athletes, and consistent performers—who seek reliable, crash-free energy rooted in discipline and control. Unlike many competitors that emphasize short-term stimulation or extreme marketing, KRATOS positions itself around long-term endurance, consistency, and understated strength.

The debut product is a 355 ml can offered in sugar-free and classic variants. It features a clean taste formulation intended for regular use, steering clear of overly sweet or artificial profiles that can deter repeat consumption. The packaging employs a high-contrast, minimalist aesthetic to project confidence and clarity amid crowded shelves.

Hazime, drawing from his background in performance and lifestyle branding—including his prior work with Rebel through Tobacco International Inc.—frames the launch as a deliberate counterpoint to trend-chasing in the category.

“KRATOS was built with a long-term mindset,” Hazime said. “The goal was to create a performance energy brand focused on consistency and control. This is not a product designed for momentary attention, but for people who perform under pressure every day.”

The company plans a phased global rollout throughout 2026, starting in key regions including North America and expanding into South America, Europe, Africa, the Middle East, and Asia. Distribution will emphasize selective partnerships that prioritize regulatory adherence, supply chain reliability, and brand alignment over rapid saturation.

The entry arrives as the energy drinks sector continues its robust growth, fueled by demand for functional, zero-sugar, and wellness-oriented options. Major players have pursued acquisitions and line extensions to capture shifting consumer preferences toward cleaner ingredients and sustained benefits, creating openings for differentiated newcomers.

KRATOS aims to carve its niche through restrained branding and a philosophy of disciplined power, avoiding hype in favor of building credibility market by market. The initial drink serves as the foundation for a broader performance platform, with future functional products slated for measured introduction to preserve brand integrity.

About KRATOS

KRATOS is a performance-driven energy brand founded by Atef Hazime. It develops products designed to support consistent performance for adults who prioritize discipline, control, and reliability in demanding environments.