ANUGA TASTE THE FUTURE 2013: TAKE-HOME TRENDS FROM THE SHOW

‘Fusion Energy Drinks’ fire new consumption occasions: WILD Flavors

By Ben BOUCKLEY

- Last updated on GMT

‘Fusion Energy Drinks’ fire new consumption occasions: WILD Flavors

Related tags Energy drink Caffeine Coffee Amino acid

Tanja Krüger from WILD Flavors notes the emerging trend in energy drinks towards ‘fusion energy’ - products that pair energy with other global success stories including tea and malt-based ingredients.

Speaking to BeverageDaily.com at Anuga Taste the Future 2013 in Cologne, Germany, Krüger explains that tea- or malt-based energy products widen the captive audience that the category can attract (older people, for example, who would shun traditional energy drins) and spark new consumption opportunities.

“For breakfast, you can have an energy drink with malt, during the day you can go on with the energy drink with tea – since it’s refreshing and energizing,” ​she tells Ben Bouckley.

“In the evening – if you do some sport, you can finish off the day with an energy drink with amino acids,”​ Krüger adds.

Related news

Show more

Related products

show more

Innovation in a Changing Beverage Landscape

Innovation in a Changing Beverage Landscape

Content provided by Bartek | 14-Aug-2023 | White Paper

Formulators used one type of acidulant 28% more from 2016 to 2022—and it’s still on the rise. Read the white paper to find out what’s driving its popularity.

Related suppliers

Follow us

Products

View more

Webinars