The most unexpected collaboration of the year has just been confirmed. For several weeks, fans of France's three biggest content creators had been speculating about their joint project, fueled by photos and videos they shared together on social media. Many pictured a YouTube show or an event. The reality is far more entrepreneurial.
On May 31, 2026, Squeezie, Inoxtag and Léna Situations officially unveiled their joint project: a new energy drink brand named Ciao Energy.
A Natural Extension of the Ciao Universe
For Squeezie, this launch is not his first move into the drinks world. Ciao Energy rounds out the range he started with Ciao Kombucha, launched in September 2025. This time, he is joined by two internet heavyweights to take the project to another scale.
And the creator wants to make one thing clear: this is not a simple partnership. "We did it as three equals," he said during a Twitch livestream. Three co-founders, and one shared vision.
A "Healthier" Drink Taking On the Industry Giants
Ciao Energy's positioning is clear from the outset: the brand describes itself as a healthier, less sugary alternative that is transparent about its ingredients.
"Our ambition is to become the natural alternative to the giants on the shelf," sums up Cyrille Jacques, co-founder of Ciao.
From June 1, 2026, six flavors are available in supermarkets across France: white peach, apricot raspberry, apple rhubarb, kiwi cucumber, coconut lemon and double lychee. The recommended price is set at €1.49, with retailers free to apply their own pricing.
The launch had in fact been spoiled a few days earlier: a Monoprix store had mistakenly put the cans on shelves before the official announcement.
Inoxtag's Dream Finally Comes True
Behind this collaboration lies a strong personal story too: Inoxtag's. The creator had spent several years 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 the project to life, with, fittingly, the double lychee flavor bearing his name.
The French Creator Economy in Full Swing
This launch confirms a deeper trend: content creators are building real brands, often in food and drink, by capitalizing on their community and their 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 followers.
