The most unexpected collaboration of the year has just been confirmed. For several weeks, fans of the three biggest French content creators had been speculating about the nature of their joint project, fueled by photos and videos shared together on social media. Many imagined a YouTube show or an event. The reality is much more entrepreneurial.
On May 31, 2026, Squeezie, Inoxtag, and Léna Situations officially unveiled their joint project: a new energy drink brand called Ciao Energy.
A natural extension of the Ciao universe
For Squeezie, this launch is not his first foray into the beverage world. Ciao Energy complements the range he initiated with Ciao Kombucha, launched in September 2025. This time, he is teaming up with two internet heavyweights to take the project to the next level.
And the creator is keen to make it clear: this is not just a simple partnership. "We did it all three of us as equals," he stated during a Twitch live stream. Three co-founders, and a shared vision.
A "healthier" drink to take on industry giants
The positioning of Ciao Energy is clear from the start: the brand describes itself as a healthier, lower-sugar alternative that is transparent about its ingredients.
“Our ambition is to become the natural alternative to the industry giants”, summarizes Cyrille Jacques, co-founder of Ciao.
Starting June 1, 2026, six recipes are available in all supermarkets across France: white peach, apricot raspberry, apple rhubarb, cucumber kiwi, lemon coconut, and double lychee. The recommended retail price is set at €1.49, with retailers remaining free to set their own pricing.
The launch had actually been leaked a few days earlier: a Monoprix store had mistakenly put the cans on shelves before the official announcement.
Inoxtag's dream finally realized
Behind this collaboration also lies a strong personal story, that of Inoxtag. The creator had been working for several years on developing his own energy drink, Gang Potion, but the project struggled to take off. “It was expensive and I had no experience”, he explains in a YouTube vlog retracing the behind-the-scenes of the adventure. It was ultimately thanks to the support of Squeezie and Léna Situations that he was able to bring this project to life, with, logically, the double lychee flavor bearing his name.
The French creator economy is buzzing
This launch further proves an underlying trend: content creators are building genuine brands, often in the food sector, by capitalizing on their community and image. Ciao Energy is part of this wave, with the rare distinction of a three-way co-creation between complementary profiles and combined audiences of several tens of millions of subscribers.
