Sensient Flavors skips ‘boost and crash’ with new energy drink compounds

Bremen-based Sensient said that adults in the 30-plus age group were as attracted to energy drinks as younger consumers, but expected different benefits. Namely, natural ingredients, authentic tastes and balanced nutritional profiles.

New generation drinks​

Michael Moeller, Sensient Flavors commercial director, said: “Our new compound range enables beverage manufacturers to pursue new positioning options. Many consumers are looking for an energy kick to help them cope with busy everyday lives.”​

Sensient said the intensely sweet and artificial taste meant that conventional energy drinks were almost exclusively favoured by young people.

Thus, the firm claims that: with natural ingredients, well-balanced nutritional profiles and authentic tastes, its new generation of drinks will appeal to consumers over 30.

Boost and crash…​

Over 30s tended to prefer a gentle form of energy supply, and wanted to avoid products with a known “boost and crash” ​effect, Sensient added.

The company’s new flavour combinations include sea buckthorn, feijoa and yangmei fruit, where Sensient said the latter provided 15% less sugar when used instead of sucrose, compared with standard energy drinks.

‘Au Naturelle’ with caffeine and ginseng extract included 15% of the recommended daily intake of vitamin C and promised ‘vitality’, Sensient said, while ‘24/7’, contained low GI carbohydrates to ensure consistent day-long energy supply.