CHICAGO -- The energy-shot category could use a shot in the arm. For the first half of the year, dollar sales were down for many of the top five best-selling shot brands; across all brands, sales were off 14%, according to IRI data. Will new-product entries dilute or revitalize the contracting category, especially as manufacturers look to innovate beyond simple energy to natural, organic and nutritional attributes? Take a look at some of the latest offerings and see what you think ...
Shotz Natural Energy
Shotz Natural Energy
From: Velocity Group
This alternative to the typical energy shot was created to reach active and health-conscious consumers. It is said to contain only natural ingredients, and the company touts its clean labeling. The manufacturer also has released two other shots alongside Shotz Natural, including Shotz Energia, aimed at the Hispanic demographic, and Go Time Energy, a brand targeted to millennials.
Designed to improve focus, uplift mood and boost energy without leaving the user feeling superstimulated, Neu Nootropic Boost is filled with what the company calls “brain vitamins.” The shot contains l-theanine, which is found in green tea and is said to help increase brain alpha waves, resulting in optimal focus and mental performance “when the mind is in the alpha state,” the company says.
Available in three flavors, including Berry Melon, Superberry and Extra Strength Fruit Punch, Eboost shots are just one product in the company’s line of wellness offerings. The shots contain a blend of electrolytes, antioxidants, superfruits and more than 70 vitamins and minerals. They are available in 12-count packs for $35.99.
This sugar-free, vegan, non-GMO and gluten-free shot is made with technology designed to “enhance bioavailability,” the company says. In addition to hemp-stalk extract, the shot contains medium-chain
Triglyceride (MCT) oil and vitamins. MCT is a naturally occurring source of dietary fats found in coconut oil that is converted to ketones by the body and can be used as an energy source by the brain, the company says.