The Energy One drinks are arriving in the UK market in July as a Millennial-targeted range of refreshments for consumers to choose when looking to increase their alertness. The drinks come in Original and Lite options, and are formulated with four essential B vitamins including B3, B5, B6 and B12, but are free from the metallic aftertaste that some competitor products have. The drinks are launching with a price of £1.25 per can and will see a donation made to the Racing Heroes program for every can sold.
Co-Founder Marion Barnaby spoke on the launch of the Energy One drinks saying, "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."
Image Credit: Energy One
What's Driving This Trend
- Millennial-targeted Energy Drinks
- Creating energy drinks exclusively for millennials that are formulated with essential vitamins and without a metallic aftertaste can help companies tap into this lucrative market.
- Corporate Social Responsibility in Beverages
- Incorporating a genuine strand of corporate social responsibility into the production and sales of energy drinks can set apart new entrants in a crowded market.
- Personalized Beverage Options
- Offering not only different levels of caffeine, but also energy drinks tailored to specific demographics can be a key innovation for beverage companies seeking to stay relevant.
Who This Affects Most
- Beverage Industry
- The beverage industry can benefit from creating energy drinks that cater to the millennial market and promote corporate social responsibility.
- Fitness and Health Industry
- The fitness and health industry can benefit from partnerships with energy drink brands that promote healthy levels of caffeine and energy.
- Charitable Organizations
- Charitable organizations can benefit from partnerships with beverage companies that donate a portion of sales to a specific cause, increasing awareness and funding for their organization.
