Blog: Katy AskewEnergy fad moving to food?

Katy Askew | 14 March 2013

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.


BLOG

Will Amazon Go be retail "game-changer"?

Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...

BLOG

UK food producers call for "best possible single market access" post-Brexit

Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...

BLOG

Greenpeace trains sights on Sainsbury's over John West tuna

Greenpeace's long-running campaign against UK tuna brand John West, owned by seafood giant Thai Union, is now directing its fire against Sainsbury's....

just-food homepage



Forgot your password?