Rethinking Energy: Why Cognitive Performance Is Reshaping the Category

For years, the energy category was defined largely by caffeine content, under the assumption that more stimulation translated to better performance. Today's consumers are taking a different approach; they are seeking energy that keeps them productive and mentally engaged while fitting within broader wellness goals. This shift has increased demand for ingredients that support cognitive performance and calm focus rather than simply delivering stimulation. Cal Bewicke, CEO of Ethical Naturals, sat with Nutritional Outlook to explain how matcha's natural combination of caffeine and L-theanine supports focus and attention while helping maintain balance. MachaWave™ was developed with this balance in mind as it pairs organic matcha with AlphaWave® L-Theanine, a clinically studied form of L-theanine. He also discusses how functional beverages and other formats can move beyond single-benefit products to support focus, mood, energy, and overall well-being.