The following content originally appeared in Beverage Innovation Magazine issue 129,which you can subscribe to here.
The wellbeing shift in the energy drink sector has also resulted in the emergence of more and more brands utilising water as a main ingredient – highlighting its vast range of healthy, and natural, benefits in the process.
As these beverages aims to provide consumers with the rehydrating qualities of water and the functional qualities of energy drinks, the lines between the energy drinks and vitamin water categories are blurring.
Main characteristics of these drinks include: a lower caffeine content; a low-sugar content; naturally low in calories and fat; and natural flavours.
In 2014, The Coca-Cola Company-owned Vitaminwater –the leader in the nutrient-enhanced water beverage category – entered the energy category in the USA with Vitaminwater Energy. Available in berry punch, strawberry lime and orange mange flavours, the lightly carbonated beverage ‘features a natural energy boost from green coffee bean extract’. The drink contains natural flavours and sweeteners, and 80mg of caffeine and 50 calories per can.
“There is a large contingent of people that like the functionality of energy drinks, but are looking for one that is straightforward and simple—one that’s going to give them a kick from a source they can understand,” said Vitaminwater group marketing director Scott Hargrove. “Vitaminwater Energy has a clear-cut formula that gives people a natural energy boost so they can get the most out of their natural talents.”
In early 2015, AG Barr introduced Rockstar Energy Water to the UK market – combining the two growth areas of flavoured water and flavoured energy drinks. The new product comes in two flavours – blueberry, pomegranate & acia; and peach – and contains a ‘special vitamin blend’, ‘natural source of caffeine’. It has 50% less sugar and calories per 100ml than the 500ml standard Rockstar Energy cans, and Barr advises retailers to display the product between standard energy drinks and vitamin waters.
AG Barr’s head of marketing Adrian Troy commented: “We’ve listened to energy drinks fans and there’s huge demand for a product that delivers a full energy hit, but feels more natural and lighter than traditional energy drinks.”
Having launched its original caffeine water in April 2014, US-based brand Avitae introduced its first flavoured caffeine variants in March this year. The new line-up consists of pomegranate acai, tangerine, blackberry and strawberry guava flavours, and contain 90mg of caffeine (equivalent to half a cup of coffee). The flavoured caffeine waters are made with purified water, caffeine derived from natural green coffee beans, natural flavours and citric acid. The non-carbonated drinks have no calories, sugars or artificial ingredients.
Avitae president and CEO said: “these four flavours not only provide the pick-me-up that our consumers seek, but also add a delicious taste to satisfy those looking for a refreshing drink.
In May 2015, US-based natural energy water brand Agua Enerviva dropped the ‘Enerviva’ in a brand revamp to become Agua. The brand was launched in 2013 by former Vitaminwater executives Carol Dollard and Mike Venuti as a low-calorie alternative to classic energy drinks. Containing guarana extract, sodium electrolytes and sucralose, the new labelling focuses on its low-calorie formulation, as well as fruit imagery to enchance the ‘natural energy’ message, but the beverage itself has remained the same.
In July of this year, Powerful Water Company – owned by head of business development at Ocean Spray Ed Woolner – launched the low-sugar, low-calorie energy water brand POW. He had the backing of former Red Bull and Monster Energy marketers among others.
The premium beverage is available in three flavours – coconut & lime, citrus & zest and cranberry & apple – and is targeted at health-conscious 18-30 year-olds who prefer natural energy sources. With this product, Ed Woolner wanted to create a healthier energy drink made from natural ingredients at a time where ‘existing energy drinks are still high in sugar’.
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