Three students from Yale University have teamed up to launch Seltz, a part seltzer, part energy drink hybrid. The beverage is being targeted towards younger generations; in particular, students seeking a healthy alternative to traditional energy drinks, which are often consumed on campuses during late-night study sessions.
"Basically, we wanted to figure out the pitfalls of a normal energy drink and make it something you’d want to drink every day," said Connor, the development specialist at Seltz. Accordingly, the team created an energy drink that tastes like seltzer and aimed to eliminate the unwanted effects of caffeine while still providing customers improved mental clarity. In addition, Seltz is made from entirely natural ingredients, contains zero sugar, and is only 5 calories per can.
The successful launch of Seltz represents yet another example of the way beverage companies are now blending categories in order to cater to a younger generation –a generation evidently interested in finding healthy, lightweight alternatives to dorm room staples of both the beer and energy drink variety.
Seltzer Energy Drink Hybrids
Three Yale Students Launched an Energizing Soda Brand Called 'Seltz'
Trend Themes
1. Seltzer-energy Drink Hybrids - Beverage companies are blending categories to create healthy and low-calorie alternatives for younger generations.
2. Healthy Energy Drinks - There is a growing trend for natural and zero sugar energy drinks with better taste and improved mental clarity.
3. Campus Study Drinks - Energy drink companies are competing to provide sustainable and healthy energy drinks to students for late-night study sessions.
Industry Implications
1. Beverage - Beverage companies can develop innovative energy drinks by merging categories to cater to younger generations seeking healthier and natural options.
2. Health Food - Health food companies can seize an opportunity to create sugar-free and low-calorie energy drinks with natural ingredients.
3. Education - Education institutions can endorse and sell energy drinks that are safe, natural, and healthy for students during late-night study sessions.