The energy shot market is about to get a double boost with the launch of £340m US brand Quick Energy and national listings for ginseng-based Powershot.
Quick Energy is a range of orange-flavoured sugar-free vitamin energy shots that was launched in the US five years ago. The 59ml bottles were trialled in the UK last November but officially launched this month.
The company predicted British shoppers would greet the energy shots with the same enthusiasm as American consumers.
“The UK has always been the key foreign market for Quick Energy and we are experiencing huge excitement from British retailers,” said MD Scott Lutz. “We are aware that we are up against powerful competition such as Red Bull and Relentless, but the sugar-free content of Quick Energy, absence of colourings, flavourings and high dosages of caffeine means it could be perceived as a healthier alternative.”
While energy drinks were targeting the youth market, Lutz expected Quick Energy to better suit mature consumers “from the blue-collar truck driver to the nine-to-five office worker”.
Meanwhile, caffeine-free Powershots, which were trialled last November, have been launched with national listings in Waitrose and Holland & Barrett. Other multiples are now expected to follow suit. UK consumers were bored of the larger-sized stimulant-based drinks and were looking for a smaller, more natural format, said Powershot chief executive Ray Rohrbach.
“British retailers have fast woken up to the fact that the UK is rapidly mirroring the US energy shot market,” he added.
Quick Energy is a range of orange-flavoured sugar-free vitamin energy shots that was launched in the US five years ago. The 59ml bottles were trialled in the UK last November but officially launched this month.
The company predicted British shoppers would greet the energy shots with the same enthusiasm as American consumers.
“The UK has always been the key foreign market for Quick Energy and we are experiencing huge excitement from British retailers,” said MD Scott Lutz. “We are aware that we are up against powerful competition such as Red Bull and Relentless, but the sugar-free content of Quick Energy, absence of colourings, flavourings and high dosages of caffeine means it could be perceived as a healthier alternative.”
While energy drinks were targeting the youth market, Lutz expected Quick Energy to better suit mature consumers “from the blue-collar truck driver to the nine-to-five office worker”.
Meanwhile, caffeine-free Powershots, which were trialled last November, have been launched with national listings in Waitrose and Holland & Barrett. Other multiples are now expected to follow suit. UK consumers were bored of the larger-sized stimulant-based drinks and were looking for a smaller, more natural format, said Powershot chief executive Ray Rohrbach.
“British retailers have fast woken up to the fact that the UK is rapidly mirroring the US energy shot market,” he added.
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