Although many beverage trends come and go, energy has become one of the top functions consumers continue to demand from beverages. And today’s consumers want more than just energy — they want beverages that cater to health-and-wellness trends, and the energy drink category is no exception.
Noticing a need for better-for-you energy options a decade ago, one entrepreneur set out to create an option for energy that would appeal to health-conscious consumers and eventually a much broader demographic. “I knew there had to be a better way to get the energy I was looking for to work hard and play hard,” says Todd Berardi, president and founder of Hiball Energy. “My goal was to create a clean-tasting clear energy drink without anything artificial.