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

By Ben BOUCKLEY contact

- Last updated on GMT

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 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.

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