Health Ingredients Europe Review: Naturex’s New Energy Drink Concept

At Health Ingredients Europe, ingredients supplier Naturex (Avignon, France) unveiled a new, healthier energy drink concept called Lift. The beverage is described as a natural and refreshing fruit-flavored carbonated drink formulated with ginger and ginseng-two botanical ingredients associated with energy boosting and part of Naturex’s NAT healthy range of botanical extracts. The company says a beverage such as Lift will appeal to consumers who may not typically purchase energy drinks, such as females and consumers over the age of 35. The beverage is colored using natural paprika extract and is packaged in a 250-ml can.

“The global energy drink market was worth a massive €26.5 billion a year in 2011, according to research by Zenith International. But there are still large numbers of people who are not currently engaging with the energy drinks market because they feel they can’t identify with existing brands and don’t like the chemical-sounding ingredients found in many energy drinks,” says Antoine Dauby, marketing director.

He continues, “Our new Lift concept addresses these barriers to purchase directly by creating an alternative to traditional energy drinks, using only natural ingredients that will appeal to female consumers and more mature demographic groups. We believe Lift will act as a platform to inspire beverage companies to create innovative energy drink brands that score more highly on naturalness and healthiness than current energy drinks, thereby attracting new consumers to the category.”

As part of its NAT healthy range, Naturex also offers other energy-boosting ingredients, such as maca, rhodiola, guarana, yerba mate, and rosehip.