New natural energy drink concept promises a ‘lift’ in sales
Naturex has created a new energy drink concept that should enable beverage companies to develop products that appeal to the kinds of consumers who do not usually buy energy drinks.
‘Lift’, which is being unveiled at Health Ingredients Europe 2012, is a natural and refreshing fruit-flavoured carbonated drink formulated with ginger and ginseng extracts – two botanical ingredients associated with energy boosting properties.
Coloured with paprika extract, and packaged in a 250ml can, Lift has been designed to resonate with women and consumers aged over 35. These demographic groups have traditionally been overlooked by the energy drinks sector – even though together they represent more than half of all consumers.
Antoine Dauby, Marketing Director at Avignon-based Naturex, said,
The ginger and ginseng extracts used to create Lift are part of Naturex’s NAT healthy range of botanical extracts. Examples of other natural energy-boosting ingredients in the range include maca, rhodiola, guarana, yerba mate, and rosehip. All provide manufacturers with the opportunity to formulate innovative natural energy beverages that will appeal to a broad cross-section of consumers.