Tuesday, April 1st, 2014

Immediate and Extended Release Drinks Aimed at Athletes of All Ages (By Prescription Only)

NEW YORK, NY -- (Marketwired) -- Apr 01, 2014 -- Disclaimer: The following release is for April Fool's Day:

Shire Plc and Kid Rock are pleased to announce the launch of a new sports energy drink, "Adderall Up!" The new energy drink, which will be available in Immediate Release and Extended Release formulas, is expected to be available for purchase (with prescription) by the end of 2014. The brand is in talks with the FDA for a prescription free formula to follow. The immediate release formula is intended to provide a short burst of energy, while the extended release formula is meant to provide power for longer endurance activities. Initial flavors will include Grape, Raspberry, and Speed Juice, which is a special secret blend of tropical fruit flavors.

Says Kid Rock: "For the first 20 years of my career to get ready for a show, or even for playing basketball with my friends, I relied solely on cocaine. Since the advent of Adderall, I haven't touched the stuff. When (Shire CEO) Flemming approached me about an energy drink, I couldn't believe no one had done it yet. This is a no-brainer. When I'm on stage I need energy, hydration, and focus -- Adderall Up! gives me all of that. I'm just hoping someday we can work out a way to incorporate Badass Beer into the equation, but for now we're starting healthy."

Says Shire CEO Flemming Ornskov: "No one likes to see their kids come in last place, that's why we invented Adderall in the first place. Now, from the classroom to the schoolyard, your child is going to perform like the winner you always knew they had inside of them. We are excited to be entering a long-term partnership with Kid Rock as his love of the product and genuine enthusiasm has helped define Adderall Up! since its inception."

Adderall Up! will be available in leading pharmacies including Rite Aid, Duane Reade and CVS starting May 1st.

About Kid Rock:
Kid Rock is one of America's largest musical personalities. In addition to selling over 26 million albums worldwide and selling out stadiums and arenas for more than a decade, he is an ardent supporter of our military at home and abroad, and a leader in helping to raise money and awareness for causes relating to the rebuilding of Detroit. His most recent album "Rebel Soul" is out now on Top Dog / Atlantic Records.

About Shire Plc:
Shire enables people with life-altering conditions to lead better lives. Our strategy is to focus on developing and marketing innovative specialty medicines to meet significant unmet patient needs. We provide treatments in Neuroscience, Rare Diseases, Gastrointestinal and Internal Medicine and we are developing treatments for symptomatic conditions treated by specialist physicians in other targeted therapeutic areas.

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