Energy drinks might be on the cusp of the next better-for-you evolution, which will see natural sweeteners gain over sugar and artificial alternatives, as the market overall continues to see high demand and strong unit growth, Scott Dicker, market insight...
Authors of a new review argue that daily caffeine safety thresholds set by regulatory bodies should be lowered, while an industry expert says painting “all energy drinks with such a broad brush is inaccurate and irresponsible.”
Energy drink newcomer Machu Pichu’s dual marketing message of finding balance and connecting to nature and community sets it apart in a category that heavily promotes extremes and individual gains, as does its organic flavor technology and natural caffeine...
Consumers are looking for innovative products that provide more functional benefits and better-for-you experience, which has led to brands and products like Alani Nu and Dr. Pepper Zero seeing above-average growth for new launches, Circana shared in a...
Better-for-you energy drink brand Celsius leverages its PepsiCo partnership to reach $1bn in sales while exploring how to bring consumers into the category with unique flavors, CEO John Fieldly shared during the Goldman Sachs Global Staples Forum this...
Label language must be considered in totality when asking if products are being inappropriately marketed to children, according to the Natural Products Association. NPA made this point in responding to a challenge from the watchdog group Truth in Advertising...
A branded guayusa extract showed a trend toward better gameplay on the Fortnite video game in a controlled trial. But the study pointed to the difficulty in translating a product’s demonstrated biochemical effects into results in the complex format of...
PepsiCo’s energy drink Rockstar is launching Rockstar Unplugged: ‘a new kind of energy drink which focuses less on providing a big hit of energy and more focus on enhancing good vibes’.
Marquis is starting off the year with a bold new look as it continues to transcend its energy drink origins and draw attention to the plant-powered benefits of its clean caffeinated beverages.
Ready-to-drink sports beverage brand Kill Cliff struck a deal with Walmart, which will stock Kill Cliff’s canned drink Recover in 1,900 Walmart stores in 46 states.
The energy drinks market is maturing and so too is its consumer base, prompting the category to expand its marketing position to better appeal to a slightly older demographic.
The medical case study of a man rushed to intensive care with severe potassium deficiency has brought the issue of energy drinks and hypokalemia back into the spotlight.
Sales of energy shots are slumping as their medicinal taste and less favorable position as a supplement drive consumers to reach for energy drinks, which many shoppers consider safer, according to new research from Mintel Group.
US energy drink manufacturers primarily advertise on television channels that appeal to adolescents, according to a study in the Journal of Nutrition Education and Behavior.
Virginia craft brewery Old Ox Brewery has accused Red Bull of bully boy tactics as the energy drinks giant presses on with a trademark action to try and force it to change its name and logo.
Monster & Red Bull among brands attacked for 'declining to commit to restrict marketing to under 18s'
The average convenience-store shopper spends just three minutes in the store, says Wells Fargo in a new report arguing that there are big growth opportunities for brands that can offer more products designed for immediate consumption, and better meet...
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, says one man hoping to engage a broader demographic with...
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 sector’s fastest-growing categories but providing a ‘hedge’...
In the early days, energy drinks offered a sugary, cough-syrup-tasting ‘punch in the mouth’ caffeine hit. Pretty soon, many other options emerged, but the category is still growing and evolving, creating new opportunities for brands that can find its...
Experts who have reviewed a report from the Institute of Medicine on a meeting on the safety of caffeine in foods and beverages have concluded that based on the information in the report, it’s unlikely that FDA will make sweeping changes to the way in...
PepsiCo is exploring the potential of natural energy drinks containing Chinese herbal extracts that can alleviate fatigue and enhance sports performance without a big dose of caffeine, a patent application indicates.
A Senate committee hearing on energy drinks marketing yesterday uncovered some skeletons in the advertising closets of three companies there as witnesses, suggesting some reexamination of practices is in order, one observer said.
NO 'CAUSAL CONNECTION' PROVEN: MONSTER BEVERAGE CORPORATION
The mother of a US teenager yesterday sued Monster Beverage Corporation alleging that his death in 2012 following a cardiac arrhythmia was a direct result of his drinking Monster Energy.
A small minority of energy drink consumers regularly drink more than one can/shot in one sitting; the peak time for knocking back an energy drink or shot is 3-9pm; and the most popular energy drink combo is Red Bull and 5-Hour Energy.
A proposed ban on energy drinks in Chicago is riddled with factual and legal errors, according to an attorney active in the dietary supplements business.
Two US senators and a member of the House of Representatives have sent letters to 14 energy drink companies seeking information about their products. The letters ask the companies to respond to detailed questions about their products’ ingredients and...
The mother of a US teenager who died due to caffeine toxicity after consuming energy drinks is suing Monster Beverage Corporation, and one of her lawyers is calling on the FDA to regulate the beverages and ban sales to minors.
Red Bull is launching a new variant of its eponymous energy drink with no calories, sugar or carbohydrates, adding to a limited product portfolio that analysts had identified as a weakness.
The American Beverage Association (ABA) has savaged a US government-affiliated report linking energy drinks to a rising number of hospital emergency department (ED) visits in the country, as well as associations with sexual risk, fighting and drug misuse.
Negative publicity concerning the possible adverse effects of energy drinks has only encouraged US energy drink growth in recent years, with consumers attracted by ‘edgy’ product positioning, but another formula is needed to boost growth.
Despite a massive increase in recent years, new research from Mintel suggests that energy drinks and shots may be struggling to find new customers in the US .
A review of the energy market in an IFT journal has called for tighter regulation to protect consumers and the industry from irresponsible marketing and ever more extreme drinks.
Pressure is mounting in both Australia and the US to crack down on the sale and availability of caffeinated energy drinks to young people, according to news reports in both countries.
West Europe's energy drink sales accelerated by 15 per cent to a
volume of 383 million litres and a value of over €3 billion in
2005, according to drinks consultancy Zenith International.
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