Inside the Bottle Ep. 7 - Evolution of Energy Drinks

Energy drinks are one of the most popular markets in the beverage industry to date, competing with coffee as the most consumed caffeinated beverage. Flavorman has been working with energy drinks for two decades. Still, the beverage profile has not always been this popular. I remember tasting Red Bull for the first time many years ago when it was offered by a supplier who told me the brand was growing extremely popular in Europe. Admittedly, I didn’t enjoy the flavor when I first tasted it and didn’t think it would appeal to American consumers. Well, I was very wrong. A few months later, a Flavorman client requested that we develop an energy drink like Red Bull for the US market. I remember him telling me to replicate the same medicine taste I wasn’t fond of, but consumers loved it.

So, we were given 30 days to create an energy drink for the customer, which was the shortest timeline we’d ever been given. In fact, the client printed their labels before the formulation was even finished. As it turns out, their drink, named “WhoopAss”, was in the marketplace within a month. It seemed impossible, but our client wanted to capitalize on the growing energy drink trend as soon as possible, so that’s what we helped deliver.

After the development of WhoopAss, the energy drink market evolved in a way that would become more segmented. For example, brands began experimenting with more dynamic flavor profiles and combinations. Throughout the years, ingredient suppliers have pitched countless new products that could be added to energy drinks to accommodate consumer trends. With the saturation of the energy drink market, our clients needed a way to differentiate themselves from all the other brands on the shelf. This included variations in the type of sweeteners, colors, carbonation, and caffeine source. As those new ingredients were added and potential combinations exploded, so did the number of possible consumer segments clients could pursue.

A more recent emergence was the differentiation of functional ingredients, as consumers nowadays look for more than just caffeine in their energy drinks, like electrolytes, vitamins, or probiotics. We’ve developed products with ingredients purported to help with weight loss, hydration, and even skin health. Each brand we’ve worked with tells its own story, ultimately appealing to its target drinkers.

Today, Flavorman’s resources and capabilities for our clients are endless. Working with the Beverage Architects, you can craft any energy drink variation imaginable and tailor the formulation to align with your unique marketing strategy. Whether you desire to be the next household name or fulfill demand from a niche consumer group, Flavorman will facilitate your beverage journey From Start Through Finish™!