Industry & Business

WILD offers concepts for innovative solutions in the strong growth market
of energy drinks: its products include tart options as well as refreshing
thirst quenchers which incorporate energy drinks into other segments from
the beverage market. The company’s portfolio also features sugar free
products.
The overall market for energy drinks is continuing its growth trend: according to
the market research institute Canadean, in 2013 it rose by 8% in Europe
compared to the previous year. The positive trend is not only taking place within
the classic flavors: the market is also being driven forward by innovative
combinations such as “Energy plus juice.” In 2013, year on year figures showed
growth of more than 20%. The “Energy plus flavor” sector also saw an increase
of 7% versus 2012.

Consumers are always looking for new and innovative flavors as an alternative to
classic energy drinks. Today’s trends involve more and more crossover products
that blend energy drinks with other segments from the food and beverage
segment.
A tart and fruity flavor
WILD has responded to this development by creating its new “Sour Energy”
product range. The inspiration came from the candy sector, where these kinds of
flavor notes can be found in fruit gums such as sour apple rings. WILD has
focused on fruits which typically have a tart note and now offers this innovative
concept in different flavors including apple and lemon. This product portfolio is
generating attention, not only among those who love sour flavors, but also with
consumers who are looking for something other than classic energy drinks but
still have the kick of an energy drink.
Refreshing thirst quenchers
Energy drinks are being enjoyed more and more as an everyday thirst quencher.
WILD analyzed this change in consumption situations and applied its energy
drink concepts both to the classic soft drink segment and to near waters. WILD’s
portfolio has a selection of vitalizing products: energy drinks blended with
carbonated soft drinks in the flavors apple, lemon and cherry cola, and all are
available as classic energy drinks as well. A similar blend features near waters
combined with energy drinks. Here WILD offers “Clear Energizers” in different
flavors such as lemon or pink grapefruit. The company developed trendy new
low-calorie concepts which help position the energy drinks as caffeinated thirst quenchers.

Another merging segment creating new sales potential is WILD’s “energy / dark
malt” concept. Based on malt extract, this product has a brand new flavor profile.
Consumers know malt as a source of energy, which makes it the ideal link to
energy drinks. Manufacturers can round out their concept with a distinctive note
such as coffee or vanilla.
A classic kick without sugar
No-calorie options have become an indispensible part of the classic soft drink
market. WILD has developed a concept called “Energy Zero”: it contains no
added sugar and thus is lower in calories than classic energy drinks. These
drinks still offer consumers the same vitalizing effect and flavor of standard
energy products. Customers can leverage the new concept to expand their
classic energy portfolio to include no-calorie beverages. “Energy Zero” also
opens up options in addition to diet beverages, which will appeal to other target
groups and breathe new life into the market.
Energy drinks blended with juice, with near waters or carbonated soft drinks,
featuring all natural ingredients or unique flavors ― all of WILD’s products in the
energy sector offer creative ideas and compelling concepts which provide major
potential for further growth throughout Europe.