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The global energy drinks market surpassed $75 billion in 2025, underlining sustained demand for products that help power today’s increasingly time-pressed consumers. However, as the functional F&B sector evolves, new delivery formats for that sought-after energy boost are emerging beyond the traditional can. FoodBev speaks to Tiana Black, marketing director at Mojo Energy, about the growing momentum behind next-generation energy solutions.

We’re well and truly in the depths of the convenience era – more than ever, consumers expect maximum benefits with maximum efficiency, delivered in formats that are accessible and easy to integrate into their daily routines.

Numerous examples of this can be found across today’s functional food and beverage launches – such as podcaster Mel Robbins' recently launched protein shots, aiming to simplify protein consumption with a rapid, concentrated format, eliminating the need for large shakes and bars. Not to mention the enormous array of nutraceutical gummies now available, promising a quick and easy way to obtain wellness benefits ranging from improved focus to healthier skin.

The booming energy market is no exception. Tiana Black, marketing director at Mojo Energy, told FoodBev: “Consumers are increasingly exploring alternatives beyond drinks, snacks or energy shots, seeking options that fit seamlessly into their routines without the excess sugar, calories or bulk.”

Mojo Energy, she explained, sits at the forefront of this shift. The product sits apart from traditional beverage or food products, instead presenting a distinct category for the energy market that taps into this growing demand for modern formats and personalisation.

The pouches feature small, ready-to-use sachets containing a flavoured caffeine blend with adaptogens and vitamins. They can be placed anywhere in the mouth for around 20 minutes while caffeine is absorbed through the buccal membranes and saliva. Each pouch delivers 50mg of naturally derived caffeine from green tea, along with B vitamins for natural energy metabolism, l-theanine for cognitive support, and ginseng and yerba mate – adaptogens associated with alertness and mental clarity.

“In a crowded and increasingly undifferentiated energy landscape, Mojo stands apart by introducing a controlled, balanced method of caffeination – free from sugar, unnecessary additives or the limitations of a liquid format,” Black said.

“Consumers are increasingly looking for flexible ways to manage caffeine, favouring formats that allow them to personalise their intake rather than commit to a full beverage or high-sugar option.”

Core consumers seeking more flexible energy options include everyone from athletes and first responders to students, working professionals, gamers and creators. Black refers to these as the “next generation of energy seekers” – active, on-the-go adults seeking energy that can adapt to their lifestyle and power them through shifts, late-night studying or workouts.

“These consumers value innovation, portability and control over their energy intake,” Black said, adding that these "next-gen energy seekers" are becoming increasingly discerning about what products they use. This selectivity can be seen across the energy and broader functional beverage industry, where many ‘clean energy’ brands are finding success through positioning themselves as healthier, ‘jitter-free’ and naturally flavoured alternatives to traditionally bright, sugary energy beverages made with artificial colours and flavours.

Additionally, blends of popular functional ingredients beyond caffeine, such as adaptogens, nootropic mushrooms and functional botanicals, are being carefully formulated and combined with on-trend flavours that complement them in order to give products the edge within the energy market – whether in the form of a drink, gummy or a pouch like Mojo's.

“Today’s energy consumer expects more than just a caffeine boost, they want flavours that feel modern, elevated and enjoyable, without the heavy sweetness or underwhelming flavour experience found in many traditional energy formats,” she added.

“Functional energy is moving into a new phase – one led by intentionality, transparency and solutions that support everyday cognitive lift and sustained momentum in smarter ways.”