Liquid Death, the canned water company, is reportedly making a move into the energy drink sector, reported The Wall Street Journal.

The new drink, Sparkling Energy, is set to launch in January and will “be less loaded with caffeine than most new entrants,” the company said. Executives said the “better-for-you” energy drink in twelve-ounce skinny cans “will promise vitamins, no sugar or artificial sweeteners, and what Liquid Death calls an ‘unextreme’ caffeine level of 100 milligrams,” the Journal wrote.

“We thought, ‘Let’s have a sane level of caffeine, that’s equal to a cup of coffee, because it seems like the category has gone a little caffeine-crazy,’” said Liquid Death’s founder and chief executive, Mike Cessario.

Over the past few years, WSJ said that Liquid Death expanded into soda-flavored sparkling waters with flavors such as “Killer Cola” and “Cherry Obituary,” as well as vitamin-imbued iced tea made with 75% less sugar than its competitors, according to the company.

Liquid Death plans to sell its energy drinks for around $2.59 to $3, it said.

“Liquid Death plans to promote its new drink with its usual playbook: Its employees will create online comedy skits—Tony Hawk, Ozzy Osbourne, and Kylie Kelce have starred in recent videos—rather than running a barrage of 30-second TV commercials,” per the Journal.

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