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Reload (stylized as RELOAD) is an energy drink that was launched in Montreal, Canada in 2003.
Reload implemented a new size (330 ml) and a resealable plastic bottle, an innovative approach on the market. The bottle is red with a yellow-white drink. Reload contains 130mg caffeine per 330ml.
The energy drink was launched by three young Canadian entrepreneurs. The business "success story" made the headlines, mainly because the company signed an agreement with Macs/Couche-Tard, one of the major Canadian retailers, replacing KMX energy drink, a beverage marketed and promoted by Coca-Cola. Therefore, this "David against Goliath" story made the headlines.
After Red Bull gained the Canadian market following regulation changes by the Natural Health Product Directorate, the main associate (Vincent Langlois) invested in R&D to develop a new generation of energy products called "energy strips". Vincent Langlois, through his company, signed a distribution deal with various retailers including Shoppers Drugmart in Canada and Wal-Mart in Quebec.
The Reload energy strips were awarded the best innovative new nutraceutical product in 2005 by an independent committee during a national trade show in Montreal. The launch also attracted media's attention.