Kill Cliff™ Unveils New Flavor: Double Awesomeness

              Kill Cliff™ Unveils New Flavor: Double Awesomeness

Naturally sweetened recovery drink - in Rexam 12oz. SLEEK® cans - now dressed
in red and better than your mama's fried chicken & biscuits on Independence
Day

PR Newswire

ATLANTA, July 9, 2013

ATLANTA, July 9, 2013 /PRNewswire/ -- First came "Tasty" in orange, and now
there's "Double Awesomeness" in red. Following an online launch over the
Fourth of July holiday week, Kill Cliff™, makers of the nation's leading line
of recovery drinks, has begun shipping to retail its first new flavor: Double
Awesomeness.

(Photo:http://photos.prnewswire.com/prnh/20130709/CG43744)

With all the same attributes as Kill Cliff's original orange flavor --
including only 15 calories, only 25mg's of caffeine, no sugar, gluten-free and
all the same natural anti-inflammatory supporting ingredients -- Double
Awesomeness is naturally sweetened for "anti-artificial" consumers.

Available now at KillCliff.com, Double Awesomeness will reach GNC store
shelves later this month where it will be available exclusively at retail in
12oz. Rexam SLEEK® cans and in four-packs through the rest of this summer.

"It's really simple; we asked ourselves, 'How can we achieve a greater level
of liquid awesomeness in this lovely 12oz. SLEEK can from our friends at
Rexam,'" Kill Cliff Founder Todd Ehrlich said. "At the risk of overwhelming
our loyal patrons, we all agreed: DOUBLE IT. I wouldn't say it's twice as nice
as the Tasty, just 'different.'"

First among consumers to sample Double Awesomeness will be those in the
CrossFit affiliate community. Kill Cliff supports CrossFit affiliates
nationwide and will be a vendor at the 2013 Reebok CrossFit Games on July
22-28 in Carson, Calif., where the Kill Cliff team will be sampling and
selling recovery drinks and brand merchandise to legions of hard-charging
fans.

Kill Cliff's recovery drink formula is based on the theory that reducing
inflammation is an integral part of recovering from strenuous exercise and
physical exertion. Each 12oz. can contains a proprietary mix of natural,
gluten-free recovery-supporting ingredients including enzymes, green tea
extract, ginger root, and milk thistle among other functional ingredients.

Kill Cliff packages its recovery drinks in Rexam SLEEK cans because of their
durability, portability, and brand differentiation, as well as the fact that
it helps the beverage stand out on retail shelves. The company also benefits
from aluminum cans being the most sustainable packaging choice in the world,
as they are recycled at more than double the rate of any other beverage
package.

Athletes and fitness experts, active and veteran military personnel, early
responders and outdoors enthusiasts have all embraced Kill Cliff for recovery
benefits they have experienced first-hand. With only 25mg of caffeine (about ¼
of what is in a cup of coffee), 15 calories and no sugar, Double Awesomeness
is the perfect performance drink for daily consumption.

About Kill Cliff

Founded and created by a former Navy SEAL, Kill Cliff™ – The Recovery Drink,
is a lightly carbonated beverage formulated with anti-inflammation supporting
ingredients and electrolytes without all the empty caloric content found in
energy drinks. Kill Cliff is not an energy drink; it has no sugar, only 15
calories and only 25mg of caffeine per 12oz. can. In addition, Kill Cliff
contains a proprietary mix of natural, gluten-free recovery-supporting
ingredients including enzymes, green tea extract, ginger root, and milk
thistle, among other functional nutrients. Currently available in Tasty Orange
and Double Awesomeness Red flavors, Kill Cliff is now sold at GNC stores
nationwide and select grocery and convenience stores in the Southeast as well
as online at KillCliff.com.

Headquartered in Atlanta, the Kill Cliff team includes accomplished military
veterans and endurance athletes committed to supporting philanthropic
organizations sharing common interests, including The Navy SEAL Foundation,
The Red Circle Foundation and Wounded Wear. Test Positive for Awesome™. Visit
www.KillCliff.com and follow us on Facebook, Twitter, and Instagram.

About Rexam

Rexam is a global consumer packaging company. We are one of the leading global
beverage can makers and a major global player in rigid plastic packaging for
healthcare applications. We are business partners to some of the world's most
famous and successful consumer brands. Our vision is to be the best global
consumer packaging company.

We have 67 plants in 24 countries and employ 11,100 people. Our sales from
ongoing operations in 2012 were in the region of $7 billion. Rexam is a member
of the FTSE 100 and its ordinary shares are listed with the UK Listing
Authority and trade on the London Stock Exchange under the symbol REX. For
further information, visit www.rexam.com.

SOURCE Kill Cliff

Website: http://www.killcliff.com
Website: http://www.rexam.com
Contact: Sam Petri, Kill Cliff, 307-200-6001, or Greg Brooke, Rexam,
773-399-3362