The energy drinks sector has been under increased scrutiny after some major brands have been accused of aggressively marketing their products to teens. In the U.S., the energy and sports drink category is a rapidly growing market, reaching a value of $25 billion in 2016, after rising at an annual rate of 7% during the previous five years, according to Packaged Facts. However, many companies looking to enter the category have become cautious about potent synthetic ingredients, and many are taking a new approach to ingredient selection, favoring natural energy boosters like fruit and herbs like ginseng. ###The shift is also fueled by broader trends among millennial consumers, the category’s main target audience, who have moved away from synthetic caffeine and sugary energy beverages as they have matured. According to Mintel, 30% of energy drink consumers now conferrous fumarate 210mgsume natural energy drinks and shots. ###The “non-caffeinated” WakeUp formula contains guarana, which is a natural source of caffeine. Hferrous fumarate percent ironowever, the amount in a serving is only about 10 mg. By comparison, a typical cup of brewed coffee contains about 80 mg of caffeine, while many Starbucks coffees contain tab iron pyrophosphate150 mg or more.###Other brands looking to capitalize on the is ferrous sulfate the same as ironnatural energy trend include FutureCeuticals’ organic Coffeeberry Energy brand, which uses whole coffee cherries and no chemical solvents in its drinks. HiBall Energy beverages contain guarana, ginseng, caffeine anferrous sulfate breadd a range of B vitamins, and Matahi Energy Juice contains organic baobab fruit pulp and organic guarana as a source of caffeine.###Apart from its potential in natural energy drinks, the WakeUp formula could also be used in cereals or yogurts, the company says. This could be an interesting value add, especially since consumers are already primed for nutritious additives in their food products like protein and probiotics.
InnoBev gets patent for plant-based pick-me-up
