The energy drink market shows no signs of slowing down

Stimulate investment

Sunshine Beverages, based in Winston-Salem, North Carolina, has expanded its sparkling energy drink portfolio with the launch of Tropical Pineapple. The summery flavor combines the ripe, slightly sweet flavor of fruity pineapple with hints of citrus. It is filled with electrolytes; vitamins A, C, D and E; and 70 milligrams of caffeine from organic green coffee beans. Each box provides 100% of the recommended daily allowance of vitamin B12 to support energy levels, nerve function and the immune system.

The launch follows this year’s majority investment from Cypress Ascendant, a San Diego-based strategic capital investment firm fueling an expanded business model, operations, and distribution and marketing support.

“The team at Cypress Ascendant is helping usher in an exciting era for Sunshine, a brand with limitless potential,” said Amanda Goers, President of Sunshine. “Tropical Pineapple has been in the works for a long time and completes the portfolio as a highly anticipated summer flavor that is sure to become a classic. At the same time, more and more consumers are interested in the brand across the country. »

Clean energy

Lifeaid Beverage Co. launched a new line of clean performance energy drinks in April. The Fitaid Energy Collection is the clean caffeine addition to the brand’s original sports recovery product, Fitaid, fortified with 200 milligrams of caffeine from green tea. Fitaid Energy + Sports Recovery Naturally Sweetened Blend is just 15 calories, with no sucralose, no aspartame, no fillers, and no synthetic caffeine. Available in four fruity flavors – Mango Sorbet, Peach Tangerine, Blackberry Pineapple and Online Exclusive Raspberry Hibiscus – Fitaid contains no artificial flavors or colors. According to the company, each of the four flavors has a clean, crisp finish and avoids the synthetic aftertaste often associated with energy drinks.

“It’s the evolution of energy: Energy 3.0,” says Aaron Hinde, co-founder and president of Lifeaid, based in Santa Cruz, Calif. “Fitaid Energy is unlike any other energy drink on the market. Our clean caffeine from green tea helps fight your fitness fatigue and contains our original post-workout recovery blend, which includes BCAAs; Turmeric; electrolytes; vitamins B, C, D3, E; and more. All of our handpicked ingredients meet the highest supplement standards and remain vegan, non-GMO, and gluten-free. Coupled with no sucralose, no taurine and no synthetic caffeine, Fitaid Energy is the future of clean performance energy.

Retailer Exclusive

The official energy drink of Esports now brings a level of exclusivity to Target Corp. In addition to launching its 16-ounce ready-to-drink cans at nearly 400 Target stores, G Fuel recently unveiled an all-new flavor exclusive to Minneapolis-based big-box retailer: Watermelon Limeade. Touting zero calories or sugar, the new flavor energizes Target customers for summer activities with 300 milligrams of caffeine and exclusive energy and focus-enhancing complexes.

“At G Fuel, we are beyond excited to bring our ready-to-drink products to Target stores across the United States,” says Cliff Morgan, Founder and CEO of New York-based G Fuel. “Partnering with Target and their incredible network of retail stores has gotten us all really excited! Not only will our fans be able to purchase four of our amazing flavors in-store, but they’ll love Watermelon Limeade.

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