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Energy drinks and shots

Energy drinks and shots

While volumes of most packaged food and beverage categories are pretty flat in the US retail market, unit sales of energy drinks and shots continue to grow strongly. But can the meteoric growth continue, and what effect will increased regulatory scrutiny have on the sector?  Keep up to date in this new section of FoodNavigator-USA.

Insights from Barclays Back to School conference

Coca-Cola: We have to be willing to be a little riskier

Global instability in key regions and continued slumping US soda sales have put pressure on Coca-Cola’s long-term growth volume goals, but the beverage industry giant is prepared to take a...

Don’t write off carbonated soft drinks just yet, says PepsiCo: Mountain Dew Kickstart worth 'almost $250m' in two years

While Diet Pepsi sales remain pretty dire, strong growth from Mountain Dew Kickstart, Wild Cherry Pepsi and retro-style ‘real-sugar’ Pepsi prove that Americans haven’t lost their enthusiasm for carbonated soft...

One for the girls? Hype Energy targets US market, with some help from Kim Kardashian and Candice Swanepoel…

As brand managers at Monster and Red Bull are well aware, their audience has always extended well-beyond extreme sports enthusiasts. But boy-racers still seem to dominate much of their marketing,...

Coca-Cola partnership with Monster Beverage a "huge win" for both companies, say analysts

Taking a significant minority stake in Monster Beverage Corp rather than launching a full-scale takeover is a smart move on Coca-Cola’s part, boosting its participation in one of the beverage...

Breaking news

Coca-Cola enters strategic partnership with Monster Beverage Corp

Coca-Cola and Monster Beverage Corp have entered into a strategic partnership which will see Monster assume control of Coke’s energy brands and Coke assume control of Monster’s non-energy brands. Coca-Cola...

ENERGY GIANT RUMORED TO BE READYING LAUNCHES TO GRAB MORNING, AFTERNOON, EVENING CONSUMPTION

Monster Energy trademarks Ultra Sunrise: Taking on Mountain Dew Kickstart?

Monster Energy has filed a US trademark for the term Ultra Sunrise and one analyst predicts the name will be used for a CSD that will take on $150m brand...

Red Bull: 'All future claims will be medically and/or scientifically supported'

Red Bull offers $13m to settle false advertising lawsuit; 'No way judge will approve this', says attorney

Red Bull has agreed to pay $13m to resolve a class action lawsuit accusing it of falsely advertising its energy drinks as providing functional benefits above and beyond what might be...

5-Hour Energy hits back at biochemist claims shot ‘unsupported by science’

5-Hour Energy has hit back at a sports science researcher who says there is ‘chasm’ between the claims made by America’s top-selling energy shot and the scientific evidence for its...

Consumer research finds 'steady energy' resonates

‘Sustained energy’ not as powerful a message as we thought: Cargill

No matter how much or how little consumers understand the concept of “energy”, one thing’s for certain. They want more of it. 

Will Keurig Cold disrupt or disappoint?

Beverage Entrepreneurs Forum: Is mid-calorie cola a failed concept, why Keurig Cold may disappoint, and is ‘healthy’ in the eye of the beholder?

While beverage’s biggest guns have pumped some serious cash into developing ‘mid-calorie’ versions of their iconic brands (Dr Pepper TEN, Pepsi Next, Coca-Cola Life), not everyone is convinced they will...

Find out what's hot and what's next in the beverages aisle

From almond milk to tea for kids: Last chance to register for FoodNavigator-USA's beverage entrepreneurs forum!

Will tea replace 100% juice in your child's lunchbox? And what's the next $1bn beverage brand? Find out what our panel of beverage entrepreneurs thinks at our free-to-attend online forum...

Monster Energy 'truly sorry' for teen’s heart attack injury but denies responsibility

Monster Beverage Corporation has moved to quell investor disquiet as a jury trial starts to decide if it is liable for injury suffered by a teen whose mother claims its...

'WE WILL FIGHT TO DEFEND OURSELVES AGAINST CIVIL INTIMIDATION': 5-HOUR ENERGY

‘5-Hour Energy’s simply a caffeine delivery device’: Washington AG savages $1bn brand

Washington state attorneys insist that 5-Hour Energy wouldn’t work if it wasn’t for its caffeine content in a fierce attack on the credibility of America’s top-selling shot.

Sparkling Ice, Monster and Lipton Tea: US C-Store winners in 2014

Bottled water, energy and iced tea are expected to win big in 2014 as C-store operators predict a ‘banner year’ in packaged beverages led by brands including Sparkling Ice, Monster...

Register for the Foodnavigator-USA beverages entrepreneurs forum on July 23

Can natural sweeteners pull diet soda out of its funk?

Is diet soda in the doldrums because shoppers are suspicious of aspartame, or because they are just bored of Diet Coke and Diet Pepsi? And will naturally-sweetened products such as...

New products gallery: Gen Mills innovates to keep up with trends, Mamma Chia’s ‘cleaner energy’, CVS makes healthy snacks affordable

FoodNavigator-USA takes you through the latest and greatest in new product launches, from affordable healthy snacks and chia energy drinks to all-purpose stevia and dairy-free desserts. 

Insights from IFT 2014

The sky’s the limit for malleable energy category: Mintel

The concept of “energy” is a multifaceted one, to be sure: it can come in bursts or slowly; via beverages, shots, biscuits or bars; with appeal that spans sports nutrition,...

CSPI calls for warning letters on energy drinks, but are the numbers accurate?

The Center for Science in the Public Interest is calling on the Food and Drug Administration to require warning labels on energy drink containers notifying consumers of the risk of...

FDA probe threw 'wet blanket' over caffeinated food trend, but consumers still crave energy, says Datamonitor

The flow of caffeinated foods hitting the US market “slowed to a trickle” after Wrigley pulled its Alert Energy gum in the wake of the FDA probe into caffeine , says Datamonitor. But it’s...

Coke poised to pounce on Monster Energy? Analyst suggests suitors wary of ‘legal overhang’

Potential buyers of Monster Energy including Coke and Anheuser-Busch may be ‘waiting on the sidelines’ until the firm’s potential liabilities on outstanding legal issues have been settled.

Switched ON? Ornithine & caffeine combo promises a more sophisticated approach to energy drink formulation

The neuropsychologist behind cognitive health beverage Nawgan  reckons his latest innovation 'ON powered refreshment’' - which combines caffeine and the fatigue-busting amino acid ornithine - has more mainstream appeal, bringing a fresh twist...

Underlying forces will continue to drive functional food growth, analyst says

The hot market for functional foods shows no signs of cooling off, according to longtime industry consultant Jeff Hilton.  In his view a number of factors will combine to drive...

Move over yerba maté! Guayusa is the next big thing in ‘clean energy’, say Runa founders

It’s not as well-known as yerba maté or guarana, yet, but another natural source of caffeine - the Amazonian leaf guayusa - is about to give them both a serious...

Special edition: Healthy beverage trends

Fruit + Java = Frava: NY-based start-up bets on naturally caffeinated juice

Being a minnow in a pool of sharks is both scary and exhilarating, admit the entrepreneurs behind caffeinated fruit juice Frava. But “in the worst case scenario, it’ll make the...

From Red Bull to Big Red: Beverage industry veteran talks energy, classic soda and why Sparkling Ice should inspire us all

The energy drinks market has become more segmented in recent years, but relentlessly negative PR, a flurry of lawsuits and an FDA-probe have not dampened consumers’ enthusiasm for the original...