The following content originally appeared in issue 135 of Beverage Innovation, which you can subscribe to here.
Sports drinks have moved on a long way from whey based powder blended with water – although this is still a popular option for many in training. Claire Phoenix spoke with CEO & founder of State Drinks Jon Andersen.
What was the thinking behind the launch of State balanced energy drink – what do you see as the gap in the current market for sports drinks?
Today we only know of sugar free and sugar-containing products, especially in performance products. Our objective was to develop the perfect performance drink, focusing on securing a stable blood glucose level during activity, as well as a high energy level and mental balance. Our vision is to create the ultimate solution and the best product – in all respects.
Who are you partnering with on this launch?
Since its inception, State has been engaged with athletes in developing the ultimate performance drink. We work to maintain this partnership and have ambassadors in most sports at an international level. In product development, we have a close partnership with Jens Bangsbo, Professor and deputy head of research in the Department of Integrated Physiology at the University of Copenhagen, as well as former physical trainer in Juventus FC and the Danish national football team.
Our main ambassador for the launch is Christian Eriksen, the Danish national football team star and star at Premier League club Tottenham Hotspur. He is one of the top football players in the world and an athlete with our philosophy of creating the best prerequisites for top performance.
We have a close partnership with our retailers and media partners who have invested much energy into the launch. We are aware that our perfectionist approach can be challenging, but our partners trust that this is what makes the difference.
What type of sweeteners does it contain and why choose these?
State contains Palatinose (Isomaltulose) which is a disaccharide carbohydrate produced via enzymatic rearrangement from sucrose. Palatinose is the only fully but slowly digestible and low glycaemic carbohydrate. Due to the slow uptake it provides balanced and prolonged energy, reflected by a low and steady blood glucose response curve, which is underestimated when it comes to physical and mental performance.
How does this sports nutrition work?
State helps individuals improve their performance both physically and mentally. Compared to more traditional energy drinks, it offers a new approach to carbohydrates, based on Palatinose and some fructose. The inclusion of green tea, besides giving caffeine, taurine and B-vitamins also supports mental enhancement to complement the physical improvement.
And in which countries is it available?
It is available in Denmark but our ambitions are much wider. Since its launch in the autumn of 2015, we were approached by foreign partners and this increased following the launch of the carbonated version in 2016. We are still a young company and want to ensure that our plans in Denmark are well-executed prior to further expansion. We begin internationalisation in late 2016.
By what method is it produced and what preservatives are used?
State is manufactured in Denmark, pasteurised and then cold-filled, with just potassium sorbate and sodium benzoate as preservatives.
How long has it taken to develop?
From initial concept to this day has been almost 4.5 years, but we’ve been working full time on it for around three years. So, the development of State has taken quite a while – mainly because of our perfectionist approach to product development and a very detailed and visionary approach to creating the perfect performance product – both when it comes to effect but also when it comes to design, taste and marketing platform.
Why should this one succeed when there are so many sports and energy drinks out there?
Even if the market is tough and competitive, it is still very dynamic. We believe an outstanding product can build a sustainable platform for growth in the market. Until now, we have been well received by retailers who instantly appreciate the concept and perhaps see repeat purchase rates at a level beyond our expectations, alongside fantastic feedback from athletes on all levels, as well as the regular consumer with a need for balanced energy.
How much was your drink development team involved and what have been the challenges along the way?
We have all been very involved throughout the development. There have of course been many challenges along the way and a great deal of learning for us in the process. It has taken a long time to secure the first investment, to create our taste, which we are extremely happy about, as well as the development of the bottle. Our aim of course is to build a solid business, the right marketing platform, as well as good distribution and that is not achieved overnight. But we have a strong belief that a truly outstanding product can build a sustainable platform for growth in the market – not forgetting some amazing partnerships with fantastic people and businesses.
© FoodBev Media Ltd 2024