Energy drink brand Wake has launched its first flavour, which substitutes taurine for natural extracts such as green tea, guarana and schizandra.
Available in 250ml slimline cans with an RRP of £1.39, the new berry-flavoured beverage’s natural ingredients help to “release energy and drive performance”. The brand is seeking to forge a place for itself within the market by offering a superior taste profile: “often the largest objective to energy drinks is the taste and by improving flavour you will increase penetration to the category,” Wake said.
It also suggested that the “aspirational and globally recognised” branding would deliver on-shelf standout in a segment “saturated with poor tertiary branded drinks”.
Wake founder Claire Buckley said: “In the UK the energy drinks market is growing year on year. According to Nielsen data, the market is powering ahead at 3%, which may not sound a lot but it’s still more than the total soft drinks category. The SKUs available are mainly tertiary brands with only a small number of primary brands. Of the primary brands including Red Bull, Monster and Relentless… they are predominantly targeted at males with their aggressive branding.
“Wake is less male targeteted. Although 60% of energy drink consumers are male, that still leaves 40% that are female. The current brands alienate these consumers in their branding and marketing. The Wake brand has a much more mass appeal.”
“Taste is a motivating factor for shoppers. Wake tastes amazing and refreshing, which is enhanced in the pack design with bubbles overlaying the Union Jack design. All the products in the marketplace were trial benchmarked and there were very few that actually tasted nice. From the significant number of people that have tried Wake, 90% liked the taste and were surprised how good the flavour was, including those that don’t currently buy energy drinks.”
© FoodBev Media Ltd 2024