Energy fad moving to food?

By: Katy Askew - 14 March 2013 10:17

Energy has long been the big thing driving soft drinks sales growth. In recent years in particular, the emergence of energy shots has given the category a 'shot' in the arm. And, while there are a number of energy suppliants on the market, it might seem that the move of energy boosters into food has been slow in coming.

Cue that "eureka" moment when NRG Innovations realised it was possible to combine the energy boosting effects of the market leading 8oz energy drink with a milk chocolate bite.

"Our research showed that people were searching for an energy product that tastes great, is low-calorie, easy to transport, jitter-free and allows the user to decide how much energy they need and when they need it. After years of development and taste testing, we are proud to launch a product that addresses all of these issues," Joe Fairleigh, VP of sales, said.

The company has taken this research and creased chocolate-energy brand Energems. According to the manufacturers, Energems have been well received at trade shows and sampling events in the US, getting "rave reviews" and "lots of buzz".

The product is first launching in 40 Circle K stores in Charlotte in North Carolina. And, while it might seem unlikely that this small-scale début will shake up the confectionery and energy markets, it is worth remembering mighty oaks from little acorns grow.