More than 10 years ago, the energy drink category was revolutionized by the introduction of 5-Hour Energy shots, made by Farmington Hills, Mich.-based Living Essentials LLC. This new concept maximized the convenience factor for consumers and even created new merchandising opportunities. In the battle to compete, many manufacturers joined the energy shots segment, creating an entire sub-category.
Today, the pendulum is swinging back in the other direction — this time toward energy drinks with a healthy appeal.