“This deal is the single largest European brand statement so far for Fox and the ‘24’ property and it typifies the licensed merchandise strategy that we are taking with this brand across Europe,” says Carl Lumbard, managing director of Fox licensing and merchandising, Europe. “Brand synergy within a partnership is key to the success of a product, and it’s essential to focus on making that partnership right. Here we see the all-action, intense nature of the ‘24’ series matched with an energy-inducing stimulation drink.”

The citrus-tasting drink will be produced in regular and diet versions in a 440 ml can. The rollout in the UK will be followed by continental Europe later this year.