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Comax Flavors targets energy drinks with natural flavor range

By Caroline Scott-Thomas , 07-Jun-2011

Comax Flavors has introduced a range of new natural flavors specifically designed for use in energy drinks, the company has said.

Citing recent research from market research organization Packaged Facts, the flavor company said it intends to be “ahead of the curve” as the energy drink sector looks set to grow. According to a Packaged Facts report released last month, energy drink sales were flat during the height of recession in 2008 and 2009, but sales grew by ten percent last year, leading growth in the overall functional and natural ready-to-drink beverage market, which was worth $23.4bn in 2010, up from $18.9bn in 2006.

Comax Flavors said its new natural flavors are “fresh, fun and unique”, and include grapefruit, calamansi, green apple, dalandan (a type citrus fruit popular in the Philippines), clementine, mango, guava, passionfruit, plum, blueberry and lavender.

Vice president of corporate communications at Comax Flavors Catherine Armstrong said: “Flavors for energy beverages have to be chosen to suit the energy mix profile. In addition to our extensive natural flavor selections, Comax Flavors has the formulating expertise and masking capabilities to make the best choices to bring forth superior taste.”

The company said that the most commonly used active ingredients in energy drinks are caffeine, taurine, B vitamins, D-glucoronolactone and/or inositol, but customers will only continue to choose a particular drink if they like the taste.

“Comax Flavors new natural flavors offers beverage companies a tasty way to differentiate themselves in this up and growing segment,” the company said.

Packaged Facts said that growth in the energy drinks sector is being led by younger consumers moving into their prime consumption years – and the fact that energy drinks deliver a distinctive benefit. The market researcher found that 11 percent of US adults drank energy drinks and shots in 2005, up to nearly 16 percent by 2010. Younger consumers aged 18 to 24 are most likely to consume energy drinks and shots.

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