Breaking News on Beverage Technology & Markets

News > Manufacturers

Milk-based EnerDrinks 'healthy alternative' to existing energy drinks

Post a comment

By Mark Astley+

Last updated on 18-Aug-2014 at 14:41 GMT

Milk-based EnerDrinks 'healthy alternative' to existing energy drinks

German firm EnerDrinks believes it can challenge established energy drink brands such as Red Bull with its combination of flavored milk and energizing ingredients such as taurine.

EnerCoffee and EnerChoco, which make up the EnerDrinks range, contain more than 80% semi-skimmed milk combined respectively with high-quality Arabica and Robusta coffee beans and chocolate flavoring.

The 250ml products, dreamt up by 22-year old Mohammed Fahim Shaffi, are also enriched with taurine, vitamins B6 and B12, and inositol - energizing ingredients found in products such as Red Bull.

Shaffi, general manager, HFS Group - the company behind EnerDrinks - is confident the range can compete with the likes of Red Bull and Monster by combining these energizing ingredients with "the authentic, recognize taste of coffee and chocolate." 

“It contains the same energizing ingredients as Red Bull, more or less in the same amounts,” Shaffi told “It’s a healthy and tasty alternative to existing energy drinks for literally the same price."

"We have opened up a niche between energy drinks and coffee and chocolate-flavored milk."

“There are no other milk-based energy coffee drinks expect mine," he said.

"Joke...became reality"

Shaffi, a graduate of the European Business School (EBS) in Oestrich-Winkel, Germany, took the plunge and developed the EnerDrinks range after gaining work experience in retail marketing, category management, and sales management at a range of international food manufacturers.

“I started work on it around three years ago,” said Shaffi. “The first idea was for a milk-based coffee energy drink.”

"I was sitting in the car with my father. We stopped, I bought a Red Bull. He smelt it and asked how I could drink it."

"He asked me, 'Why don't you make your own?'"

“It started as a joke, but became reality," he said.

Looking for partners

Three-years on, Shaffi has contracted a manufacturer and secured listings for EnerCoffee and EnerChoco at stores in Germany and Austria.

Production of EnerCoffee and EnerChoco is currently done by a contract manufacturer.

Deliveries of the milk-based energy drinks to the Netherlands are also scheduled to begin shortly.

Looking ahead, the young entrepreneur said said there are plans to scale up production and distribution of EnerCoffee and EnerChoco.

"Currently we have minimum production of 30,000 cans. But we generally expect a six digit amount," he said.

"Of course we would love to grow. We are just looking for the right partners to do so."

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Key Industry Events


Access all events listing

Our events, Events from partners...