Launched in 1989, TV commercials featuring the Energizer Bunny, the sunglass-wearing pink toy rabbit, have entered the vernacular as a representation for anything that endlessly continues. As more consumers strive to “get up and go,” energy drinks also have entered the mainstream, according to ingredient suppliers.
Health halo of natural energy ingredients boosts consumer acceptance
July 1, 2014
Americans seem to be busier than ever. The average work day is 8.6 hours, according to Rochester, N.Y.-based Harris Interactive, and 39 percent of Americans between the ages of 19 and 36 report that they do not have enough leisure time, according to Chicago-based Mintel.
There is no shortage of new product launches within the energy drink and shot sector. According to the Netherlands-based Innova Market Insights’ database, 124 energy drink and shot products launched in the United States in 2012. Of those product launches, energy/alertness was the top health positioning.
After launching acai-infused energy drinks 28Black and 28White in Germany in 2008, Calidris 28 AG has launched the products in the United States. 28Black and 28White are lightly carbonated, all-natural and do not include taurine, artificial flavors or preservatives.