In the world of science fiction, fantasy and mythology, shape shifters have the ability to take on the appearance of another person, creature or entity. In the beverage industry, however, energy drinks are making their mark by morphing into other categories while still retaining their primary energy benefit.
The energy concept is being blended with other categories, such as sports drinks and waters, says Richard Haffner, global head of beverages research at Chicago-based Euromonitor International. Purchase, N.Y.-based PepsiCo offers Gatorade G Series Prime pouches to deliver energy before a workout. In the enhanced water category, Northfield, Ill.-based Kraft Foods launched Mio Energy, which brings customization and portability to the energy and enhanced water categories.