HELL NEW GEN is renewed with prebiotics – a new flavor is also coming

More than a trend – prebiotics in HELL NEW GEN

Prebiotics have recently become one of the most frequently used buzzwords in functional foods and beverages in the United States and Western markets: more and more new products and innovations are building on them as ingredients. The Hungarian company also saw that this trend works particularly well on an international level, and it did not simply adopt it, but thought it through with its own development approach, raising it to a new level with the NEW GEN experience characteristic of the brand, giving consumers more. With the renewal of the product line, this innovation is now appearing on the domestic market: with a brand new taste and a modern functional beverage concept.

Source of dietary fiber

NEW GEN is a source of dietary fiber, so its consumption contributes to the daily fiber intake and can help supplement the fiber content of the everyday diet in a practical form*.

“The prebiotic renewal is a new chapter for HELL NEW GEN, we are introducing this novelty with an exclusive experience. In the Roadshow, access is opened with a code, the live map guides the audience, and the fastest ones will be the first to encounter the product.”

– said Adrienn Popovics, HELL’s International and Communication Marketing Director.

Before the store launch: the Roadshow

Ahead of the store availability, the brand is building anticipation with a spectacular, nationwide activation: the HELL NEW GEN Roadshow will start between February 23-27, 2026. The roadshow will visit the county capitals with a striking luxury car tailored to the brand. The cities and times are known in advance, but the exact location is secret. The task of the participants is to find out where the “NEW GEN flight” will appear and get there on time, because the car only spends a limited time at a location.

Live map – but only opens with a code

The key to the playful “treasure hunt” experience is a dedicated, locked interface: here you can follow the current position of the car live, but a unique code is required for access. You can also request a code from influencers in a message, and the information needed to enter will be sent in response.

Influencers who “have a key”

The influencers participating in the campaign don’t just spread the word about the event: they also provide access to the NEW GEN experience. They guide the audience to the meeting point with clues, hints, and updates, and they can provide the code needed to unlock the locked map. The list of influencers who will provide the code will also be available in the teaser post shared on HELL ENERGY’s Instagram page, and it is worth paying special attention to them during the Roadshow: Pető Brúnó, Komjáthi Csaba, Luna Joanna Michelle, Markó Rebeka, Tóth Balázs, Benedek Tóth, Kitti Csecse, Kamilla Tóth, Gábor Verebélyi and Kittina.

Roadshow stops

Monday (02.23.): Salgótarján, Miskolc, Eger, Nyíregyháza

Tuesday (02.24.): Debrecen, Békéscsaba, Szeged, Kecskemét, Szolnok

Wednesday (02.25.): Tatabánya, Győr, Szombathely, Zalaegerszeg

Thursday (02.26.): Veszprém, Székesfehérvár, Kaposvár, Pécs

Friday (02.27.): Pécs, Szekszárd, Budapest

(The exact meeting points within the city are secret; the car’s movement can be followed on the live map that can be unlocked with the code.)

What will the person who finds the car get?

The locations will offer limited quantities of HELL NEW GEN products containing prebiotics before they are released in stores, including the new Melon-Prickly Pear also for flavor.