What's Happening
Bum Energy, the energy drink from Raw Nutrition and six-time Classic Physique Mr. Olympia Chris Bumstead, has launched a new limited-edition flavor built with two of the brand's most prominent ambassadors, the fitness influencer duo known as the Tren Twins. The flavor is Razzberry Rage, a sweet, candy-like blue raspberry in a fully blue can.
The collaboration keeps Bum Energy's standard formula. Each 12oz can carries 112mg of natural caffeine, a deliberately lower dose than most performance energy drinks, paired with 250mg of Cognizin citicoline for focus and clarity, and it is sugar-free. Razzberry Rage is available now exclusively at Vitamin Shoppe at Bum Energy's usual price of $29.99 for a case of 12 cans, roughly $2.50 per can.
The Tren Twins edition is the latest in a steady run of Bum Energy collaborations. The brand recently released a Gummy Thark flavor with Gymshark that started as an exclusive before a wider rollout, and it has run other athlete and creator tie-ins, including a flavor with New York Giants running back Cam Skattebo.
Why It Matters
The 112mg caffeine figure is the strategic tell. While much of the category chases 200mg to 300mg loads, Bum Energy positions itself on "less caffeine, more focus," leaning on the Cognizin to do work a bigger stimulant dose would otherwise handle. A collab flavor does not change that formula, which keeps the brand consistent even as the packaging chases attention.
Using ambassadors as co-creators rather than just faces on a can is the smart part. The Tren Twins bring an enormous, highly engaged social following, and a signature flavor gives them something to sell to their audience directly rather than a generic endorsement. For a creator-adjacent brand like Bum Energy, that alignment of product and personality is the whole growth model.
Bigger Picture
Limited-edition and creator collab flavors have become the primary engine of the performance energy category. The formula rarely changes; what changes is the name, the color, and the person promoting it, each drop engineered to create urgency and give ambassadors a reason to post. Gorilla Mind, Ghost, and now Bum Energy all run some version of this playbook, importing the scarcity mechanics of sneaker and streetwear culture into a beverage aisle.
Bum Energy's edge is its founder. Chris Bumstead is one of the most recognizable names in bodybuilding, and Raw Nutrition has built a genuine roster of ambassadors around him, of which the Tren Twins are among the largest. Stacking a high-profile founder with high-profile collaborators is how a challenger brand competes for shelf space and social feed real estate against far larger, better-funded competitors. The recurring question is whether a steady cadence of limited flavors builds a durable brand or simply trains customers to wait for the next drop.
Sources
Raw Nutrition (Bum Energy) - https://getrawnutrition.com/products/bum-energy-drink