Innovators Compete for a Slice of the Energy Category
Red Bull, Monster Beverage and PepsiCo’s Rockstar business may dominate the market for energy products, but smaller marketers are bringing innovation to the category to capture a share of the consumer’s need for a boost. During the past year several companies have introduced new products with formulations that include tapioca and mushrooms.
“Our goal is to create a sparkling water that tastes like it has a splash of juice in it,” said Britt Dougherty, co-founder of heywell. “We did not want to taste the functionalities because we wanted it to be easy to incorporate into people’s lives.”
Color can be used to amplify delicious and unique flavor profiles in energy drinks like strawberry lemon, grapefruit, and dragonfruit. Learn more about balancing ingredient interactions with eye-catching natural solutions here.