September 27, 2011

LiveWire Energy on Tuesday announced the line extension of its energy chews with three new flavors: cinnamon fire, sour apple and dark roast coffee.

August 24, 2011

Energy drinks are still showing strong growth. A recent report from Beverage Marketing Corp. found that “energy drinks handily outperformed the overall beverage market,” although the segment remains a small component of the category.

July 19, 2011

New Age Beverage has introduced a line of noncarbonated, all-natural water.

July 15, 2011

Blast Powder Nutrition Co. on Thursday announced its entry into the energy shot/drink market with its Blast Powder, a packet that can be added to a beverage and contains 300 mg of caffeine.

June 22, 2011

Don Francisco's gourmet coffee cans are getting a new look.

June 20, 2011


Sports drinks and energy beverages remain the driving forces behind the beverage category. Dollar volume across all three channels for both segments spiked nearly 15% for the 12-week period ended April 17, according to SymphonyIRI Group data.


June 20, 2011

Energy shots have delivered a jolt to pharmacy sales to the tune of an incremental $50 million in the past year. That business was borne out of targeting the typical all-nighters: college kids cramming for exams, truck drivers and third-shift workers. But seniors?


June 14, 2011

Top Five Labs on Monday announced its intent to expand distribution of its XRP Energy product — endorsed by former National Football League quarterback Brett Favre — nationwide after a successful test launch in select convenience stores and marts throughout Alabama, Mississippi, Florida, Wisconsin and Minnesota.

May 31, 2011

Campbell Soup on Tuesday announced the company is expanding its V8 franchise into the fast-growing energy drink category with two new products: V8 V-Fusion + Energy drinks and V8 Energy Shots.

May 24, 2011

Pacific Shore Holdings has added a caffeinated, sugar-free gum to its Energy-X portfolio.

May 18, 2011

SoBe has implemented a full-scale integrated marketing campaign.

May 3, 2011

"A new way to do energy" has hit the market.

April 26, 2011

Lipton Iced Tea's beverages now are boasting an all-natural ingredient list.

April 11, 2011

Pabst Brewing has expanded its Colt 45 brand with a fruit-flavored beverage.

April 1, 2011

Prepare for a juice drink experience that "fuses" fruity flavors and nutritional ingredients.

March 4, 2011

NORTHFIELD, Ill. — The active gum category has a new functional addition. Kraft Foods recently introduced Stride Spark, a gum that contains vitamins B6 and B12, two essential nutrients known for helping to release energy in the body.

Manufacturers have been boosting new gum flavors with vitamins and supplements in an effort to help consumers meet their daily nutritional requirements and keep the category exciting. The strategy has worked — gum has seen steady growth over the past few years, outpacing many other confection segments.

March 2, 2011

Dr. Siegal's Cookie Diet lineup now includes a 2-oz., single-serve energy shot.

February 22, 2011

Take 10 Beverages on Monday launched Take 10 to Relax and Take 10 to Sleep, two relaxation shots joining a number of recent introductions that are the yin to an energy shot’s yang.

February 18, 2011

FAIRFIELD, Calif. — Jelly Belly’s new Peas & Carrots mellowcreme mix is a whimsical, retro product that has been revived right from the company’s antique candy molds. The “baby carrots” in the mix are orange sherbet mellowcreme, while the “peas” are green apple flavor — a sweet version of a classic veggie combination.


February 14, 2011

New research published in the Feb. 14 online edition of Pediatrics found that prolonged use of energy drinks by young people can lead to potentially adverse health outcomes.

February 1, 2011

“Do you know what 2:30 in the afternoon feels like?” Not if you have Living Essentials’ 5-Hour Energy on the shelf. The company peppered the airwaves with its commercial message, positioning 5-Hour Energy shots as an alternative to coffee for those 30-somethings in the work force.


January 5, 2011



Dollar sales for energy drinks were up 8.2% in drug stores for the 52 weeks ended Oct. 31, 2010, according to SymphonyIRI Group. Energy shot dollar sales in the channel fared even better, with sales surging nearly 12% for the same period.


Despite occasional controversy, demand remains strong for the beverages, and the segment is poised to become even more significant as its appeal broadens beyond its original target consumer group.


November 16, 2010

A class of alcoholic beverages that rapidly became popular among young people over the last...

November 16, 2010

The maker of Joose flavored malt beverages has filed a lawsuit against one of the...