This July sees high-caffeine power drink Energy One launch in the UK as a non-metallic tasting energy drink alternative with a clear millennial audience mandate.
For now the cult of fast-acting energy drinks certainly shows no sign of abating with category sales remaining buoyant even at a time when the wider soft drinks category (-16%) and especially sports drinks (-8.4%) struggling to replicate the staunch popularity and traction enjoyed pre-Lockdown.
Whilst sports drinks’ demise can be linked back to temporary gym closures and the unpopular pause in team sports at the very height of Lockdown, the wider decline of generic soft drinks is probably a by-product of a growing appetite for foods and drinks with added functional benefits (beneficial vitamins and minerals…).
Love them or loathe them instantly gettable energy drinks enjoy a staunch loyalist following amongst growing swathes of the population who crave an everyday affordable daily buzz to cope with their increasingly hectic lifestyles. As with any buoyant category there will always be a constant stream of new arrivals looking to expand the category by broadening the category’s appeal via the introduction of more natural ingredient recipes, more involving flavours format and bigger portions but for now brands that hark back to the original recipes of mountainous middle Europe remain on the front foot.
Whilst category pioneer Red Bull emanates from Austria, Energy One is a power drink with proud Swiss roots, and a more millennial mindset that comes packed with 4 essential B-vitamins (B3,B5,B6 & B12) and a familiar energy drink tang but minus the harsh metallic aftertaste that dominates so many of its ‘establishment’ rivals.
According to co-founder, Marion Barnaby: “We wanted to create a brand with a trusted flavour profile and energy output but with a personality that was distanced from the abrupt and abrasive imagery championed by today’s incumbent offerings. With an older, more discerning demographic in mind we were determined to ensure that there was sincere strand of corporate social responsibility rippling through our brand, which helps explain why every 250ml can sold (original or lite) results in a donation being made to the Racing Heroes cause which reaches out via motorsport to both the disabled and wounded veterans, getting them to get involved in motoring projects with able-bodied peers, full-on initiatives that slowly/thoughtfully help build their self-esteem whilst creating pathways back to full-time employment.”