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.
Yet, as the energy drink category continues to expand, beverage manufacturers are dealing with consumer segments with diverse needs, says Catherine Barry, director of marketing for Firestone, Colo.-based National Honey Board.