The brand was initiated in 2006 by a privately owned company, founded in Hungary, 2004, which took the name "Hell Energy Magyarország Kft."

also a market leader in Bulgaria, Romania, Slovakia, Cyprus, Azerbaijan, North Macedonia, Greece, Croatia and Serbia[3][4] and is available in more than 50 countries worldwide.

[11] The WHO advises limiting added sugar intake to reduce the risk of conditions such as obesity, type 2 diabetes, and heart disease.

Regular consumption of high-sugar drinks like Hell Energy may lead to exceeding these recommendations, potentially increasing the risk of adverse health outcomes.

[13] In 2024, Hell Energy launched their premium water called FloeWater (fleo (verb) Italian word for weep, cry, tears), with Eva Mendes as the face of the campaign.

[14][15] As business owners, the Barabás family was included in Napi Gazdaság (Daily Economy)'s Top 100 list as early as 2013, their fortune estimated at 6.9 billion was enough for the 86th place.

There is very little publicly available information about the family, even though it represents a significant economic force and is one of the largest employers in Hungary.The Barabás family likes to start lawsuits against the press that writes about them: they sued Forbes, because the business magazine mentioned the Barabáses in its list of the richest Hungarians, and their business was presented in a later issue.

In addition, the Barabás companies have also received heavy state support in recent years: since 2008, the amount that has gone to companies connected to the Barabás in the form of non-refundable state and EU subsidies and subsidized loans could reach HUF 46.2 billion.