Last week Wild unveiled a new energy drink concept ‘Power Energy’, which it said was primarily designed for classic, trend-conscious energy drink consumers, “as well as the fitness oriented”.
Available both in classic energy flavors and options such as blackcurrent, Wild said the concept meant manufacturers could state on labeling that products contained essential amino acids (branched-chain amino acids or BCAAs), due to the addition of valine, leucine and isoleucine.
“These substances can support physical and mental performance and are ideally tailored to the needs of the target group,” Wild said.
BCAAs are substrates or building blocks for new protein, and have been widely used in sports nutrition products (they occur naturally in protein-rich foods) and within the bodybuilding industry.
Fitness focus...
Asked whether the ANSES warning against consuming energy drinks during sport was a cause for concern, given Wild’s ‘fitness-oriented’ focus, a company spokesman told BeverageDaily.com: “Wild accentuates here as well, that a moderate consume before activity could fit to consumer demands.
“‘Power Energy’ supports with the positive benefits of using amino acids. Anyhow, the majority target group is classic energy drink consumers.”
Wild also hopes to expand the energy drinks target group through further new ‘Exotic Energiser’ variants, containing “on trend” coconut water blended with fruity mango or orange flavour.
“Thanks to their natural, healthy image and innovative flavour profiles, these products appeal to consumers who prefer an exotically fruit flavour to the classic taste of energy drinks,” Wild claimed.
Asked how Wild saw the energy drinks category developing over the next 18 months, and where relaxation drinks fitted into the mix, the spokesman said:
“The forecast volume shows a further growth rate for the energy drink market in many countries all over the world. Depending on the country, we expect partially double-digit growth rates.”
‘Relaxation drinks’ were especially popular in the US, he added, while the taste profile of the classical energy drink flavour was popular in many regions of the world.
“But further taste profiles, for example, yellow or red fruit variants flavored or with juice, are requested in many countries as well.”
“A look at the US market, for instance, shows that it has many different variants in positioning such as natural energy drinks, energy drinks with minerals, energy drinks with long-lasting energy from complex carbohydrates or coffee energy drinks.”
'Balanced and measured nutrition'
There was a trend towards using more natural ingredients such as natural flavors and natural caffeine such as guarana or green coffee beans, WILD said, with ‘natural’ a hugely important concept for consumers.
Quizzed as to whether Wild saw any problems in convincing older consumers to re-enter the category who used to like, say, Red Bull, but now saw such drinks as a little artificial, the spokesman noted that as a B2B ingredient supplier Wild did not address consumers directly.
French food safety agency ANSES warned in June that consuming energy drinks during sport carried cardiovascular risks and that they were, “not adapted to use during intense physical exercise”.
