In 2004, Bigg Juice Industries launched RELOAD, a brand new energy drink. It became a staple in bars and restaurants of Montreal. The business opportunity was confirmed through a one year deal with all the Couche-Tard - Mac's C-Stores in Quebec. After a week on the shelves, Reload was already ranked 3rd in sales. Since then, the product is performing well and still attracts a lot of attention.
Vincent Langlois, one of the three cofounder of this company Graduate of HEC-Montréal (MBA), explained Reload's success was largely due to people's concerns regarding products already on the market: "Customers were concerned about a few things regarding energy drinks. For example, they did not like the taste of them. Bitterness and after taste. We heard it all! We felt we could do better, and so we did".