With Big Boi as a new spokesman, the company is also relaunching Full Throttle Fury with a completely new look and experience, in an attempt to tap the lucrative African-American male demographic.

"Full Throttle Fury appeals to men like me who consider themselves real and authentic, whose work style is to go all the way," Big Boi said. "I spend most of my days in the recording studio or involved in new projects. Full Throttle Fury has a great taste and provides me the energy to get through my busy day." The rapper will take part in an upcoming advertising and marketing campaign, which will also see Full Throttle Fury act as the official sponsor of record release parties for Big Boi's upcoming album Sir Luscious Leftfoot: Son of Chico Dusty.