# Zero-Calorie Sugar-Free Energy Drinks The Virtue Clean Energy Drinks Have a Free-From Recipe By Michael Hemsworth | Published 2020-10-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/virtue-clean-energy References: [foodbev](https://www.foodbev.com/news/virtue-unveils-zero-sugar-clean-energy-range/) & [virtuedrinks](https://virtuedrinks.com) The [Virtue Clean Energy](https://www.trendhunter.com/trends/virtue-clean-energy-orange) drinks have been unveiled by the brand as a range of energy-boosting refreshments for consumers who are looking for a way to increase their alertness and [mental clarity](https://www.trendhunter.com/trends/kewe-energy). The drinks will feature 80mg of caffeine from green coffee beans and are sweeter using a combination of agave nectar as well as stevia extract. The drinks are thus free from calories and sugar, and are also enriched with B vitamins in the mix. Founder and CEO Rahi Daneshmand spoke on the new Virtue Clean Energy drinks saying, "This is a very exciting launch for Virtue, with clean energy growing at double the rate of the category and 48% of non-energy drink users seeing sugar as their main barrier to entry, we see this as a major opportunity to bring new consumers into the energy category. Providing all the natural caffeine of traditional energy drinks or coffee, with a naturally sweetened mainstream taste profile without any sacrifice on taste, while maintaining [zero sugar and calories](https://www.trendhunter.com/trends/red-bull-zero), is a breakthrough in energy drinks and will help further widen the energy category reach.” ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 48% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Clean Energy Drinks:** There are opportunities to develop new clean energy drink brands that appeal to consumers who are looking for healthier options. - **Sugar-free Beverages:** Innovations in sugar-free beverages are in demand by consumers who want to improve their health. - **Natural Sweeteners:** Developing products that use natural sweeteners, such as agave nectar and stevia extract, has the potential to disrupt the energy drink and beverage industry. ### Who This Affects Most - **Beverage Industry:** The beverage industry can improve their market share by providing healthier options to consumers, such as zero-calorie sugar-free energy drinks. - **Health and Wellness Industry:** The health and wellness industry can benefit from the increasing demand for products like clean energy drinks that promote well-being. - **Alternative Sweetener Industry:** The demand for natural sweeteners in the food and beverage industry is growing, and developing new solutions can lead to disruptive innovations in the industry. ## Related on Trend Hunter - [Citrus-Flavored Clean Energy Drinks](https://www.trendhunter.com/trends/virtue-clean-energy-orange.md) - [Caffeine-Free Energy Drinks](https://www.trendhunter.com/trends/sugarfree-energy-drinks.md) - [Metabolism-Boosting Energy Drinks](https://www.trendhunter.com/trends/guru-organic-energy-zero-sugar.md) - [Naturally Formulated Energy Drinks](https://www.trendhunter.com/trends/acti-clean-energy-drink.md) - [Alternative Energy Drinks](https://www.trendhunter.com/trends/avvika.md) - [Refreshing Zero-Sugar Energy Drinks](https://www.trendhunter.com/trends/citrus-freeze.md) - [Health-Conscious Energy Drinks](https://www.trendhunter.com/trends/aspire-healthy-energy-drinks.md) - [Clean Energy Drink Mixes](https://www.trendhunter.com/trends/clean-energy-drink-mix.md) - [Hydrating Zero-Sugar Beverages](https://www.trendhunter.com/trends/positive-hydration.md)