Innovation watch: Natural clean energy drinks

While traditional energy drinks (think Red Bull and Monster) still top the consumption charts, there’s a rise in better-for-you options. In fact, these drinks saw the biggest increase in consumption between January 2023 and 2024, according to stats from Mintel . But what makes for a ‘natural’ energy drink? With natural energy drinks on no short supply on the show floor at trade show SIAL in Paris this year, we asked the brands what ingredients they’re turning to for that clean energy boost and how they’re appealing to health-conscious consumers. Natural caffeine and L-Carnitine Alkaline water brand Actiph has ventured out into the booming energy category with Acti+. The nootropic clean energy drink is natural, sugar-free, low calorie and a way to improve cognitive performance, reduce fatigue, support immune health and more. Each can contains 100% of the recommended daily allowance of vitamins B5, B6, B9, B12, and zinc. With the inclusion of natural caffeine (80g), L-Carnitine, natural sweeteners & flavors, and at only 3 calories per can, Acti+ is positioned as an alternative to sugary, artificial energy drinks. The drink’s flavors include Strawberry and Dragon Fruit, Peach and Apricot, and Pineapple and Yuzu. Acti+ made its debut in the UK earlier this year. Hip hop energy Bulgarian energy drink startup Lixr was founded by Hristo Vatashki and Ventsislav Chanov: the latter who is well-known in his homeland under his artistic name Venci Venc as a leading hip hop musician. Next to music, Chanov has built up a portfolio of business interests: one being the development of his own organic energy drink which launched this year. The drink harnesses a ‘super blend’ of natural ingredients such as matcha, guarana and green tea. Each drink contains 115mg of caffeine (from guarana extract) and 150mg L-Theanine. Mixing caffeine (for energy) and l-theanine (for relaxation) is a blend designed to give a level release of caffeine without the spikes and crashes. The synergistic effect of the ingredients is released gradually: helping maintain high levels of focus and productivity for up to six hours. The drink is created without added sugar or sweeteners, nor preservatives and artificial flavors, and is designed for ‘proactive people who need high levels of focus and concentration to deal with all the challenges of hectic everyday life’. Lixr has set out to compete with top global brands: and thus has chosen vibrant branding to appeal to a young and dynamic demographic. Yerba mate and guarana French drink brand Jane was launched in 2020, taking inspiration from the expertise of French fragrance experts in the perfume capital Grasse to create its line of drinks. That’s expanded to a range of drinks for relaxation, energy, beauty and more. Jane Energy is a sparkling water ‘to revive the body and stimulate the spirit’. Each can contains 400mg of yerba mate, 70mg of guarana and a dose of vitamin C for a natural energy drink without peaks and troughs of energy and free from jittery side effects. The drink comes in a cactus and lime flavor. Cascara caffeine MAD – the Zurich start-up using the acronym for Make A Difference – sets out to ‘drink good, do good’ with its line of beverages. Among these is cascara ice tea: a drink that uses cascara -the fruit pulp of the coffee cherry (arabica) that would usually be discarded – for an unusual taste and gentle caffeine boost. The drink is lightly sparkling and low in calories (17kcal). For every box sold, the brand pledges to remove 1kg of river trash through a partnership with everwave. Natural caffeine with fiber boost Hailing from Finland is The Good Guys: a company that’s been building up its organic kombucha brand since 2018 but has also spied an opportunity for natural energy drinks. The drink’s branding sets itself apart from masculine cues of the energy drink category and the typical sleek health-focused branding of natural energy: focusing instead on fun and creative designs around its flavors Lemon Vice and Pineapple Express. And there’s another point of difference: the natural energy drink – which contains 180mg of caffeine – also contains 10g fiber per can. Caffeine and L-theanine Andrius Ratkevicius and Simas Jarasunas – the entrepreneurs behind UK brand Brite – teamed up with a nutritionist from University College London go through over 50 iterations to create their drink. Each drink contains a 1:1 ratio of 100mg L-theanine (relaxant) and 100mg of slow releasing natural caffeine derived from functional plants and seeds. The drink also contains organic matcha, guayusa and guarana, all of which are packed with antioxidants, vitamins and minerals. The opportunity for Brite, according to the founders, is as a more effective and healthier alternative to both coffee and energy drinks. “The marriage of caffeine and L-theanine is truly remarkable… it has become a preferred choice for those seeking improved cognitive function and a sense of calm focus throughout their day.”

Innovation watch: Natural clean energy drinks

Health conscious consumers don’t want sugar-laden, taurine energy drinks: but they still want a burst of energy to keep them powering through their day. How are brands providing that better-for-you buzz?

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