CHICAGO —Energy drinks were up nearly 14% in dollar sales in convenience-stores for the year ending on Dec. 26, 2021, according to Chicago-based market research firm IRI.
Packaged beverage category managers have many options to choose from in energy. Here are three new releases in energy drinks from Starbucks, Rowdy Energy and ZOA.
Starbucks BAYA Energy
Starbucks, Seattle, is entering the energy drink category for the first time with the launch of Starbucks BAYA Energy. The ready-to-drink (RTD) beverage is made with caffeine naturally found in coffee fruit and antioxidant vitamin C.
BAYA Energy comes in three flavors: Mango Guava, Raspberry Lime and Pineapple Passionfruit. Each drink contains 90 calories and 160 milligrams of caffeine per 12-ounce can. The drinks are available nationwide in grocery stores, c-stores and other retailers for a suggested retail price (SRP) of $2.89. It will also be sold at Starbucks stores.
The drink was developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and Purchase, N.Y.-based PepsiCo.
Rowdy Energy’s Power Burn
San Diego-based energy drink brand Rowdy Energy is launching a new product line called Power Burn. The product, which is available nationwide at Irving, Texas-based 7-Eleven c-stores, burns 135 calories per can, according to Rowdy Energy. It comes in Watermelon, Pineapple Passionfruit, Pink Lemonade and Mango Dragonfruit.
Power Burn has 5 calories, zero sugar and 160 milligrams of caffeine from green tea and green coffee beans. It’s also made with amino acids, electrolytes and contains no artificial sweeteners, flavors or preservatives.
"We're thrilled to introduce this new line as the initial response has been overwhelmingly positive with consumers loving the taste and being excited about the calorie burning aspect," said Jeff Church, CEO and co-founder of Rowdy Energy. "It's important for Rowdy to continue to stand out in the growing energy drink category and having this new health-forward, thermogenic line allows us to be at the forefront of innovation within the industry."
ZOA Energy, Washington, is launching ZOA+. The drink comes in 12-ounce cans and has no sugar and 200 milligrams of natural caffeine. It is marketed as a pre-workout drink that contains a powerful combination of nitric oxide support, vitamins, antioxidants, electrolytes and nutrients that work to promote exercise performance and focus while supporting hydration and immunity.
ZOA+ comes in Mandarin Orange Grapefruit, Pineapple Passion Fruit and Blackberry Acai for $39.99 for a 12-pack.
Molson Coors Beverage Co., Chicago, distributes ZOA. The drink was created by Dany Garcia, Dave Rienzi and John Shulman and actor and retired professional wrestler Dwayne Johnson.