New from Nor-Cal Beverage Co. is "Hot Pure Energy", a sugar-free energy drink.

Calling all consumers to "Release your inner heat", it claims to offer increased mental acuity, increased thermogenic response, while burning calories. It also claims to be the only drink of its kind that produce any "jitters" or "downfall".

In fact, the company goes on to claim Hot Pure Energy as having the longest energy effect, using safe stimulants such as vitamins and taurine.

Sold in a 10.5 fl. oz. can priced at $1.79, and $41.99 per case.