Energy drinks began as a part of the soft drink industry in the early 20th century, with Pepsi and Coca-cola originally containing far larger amounts of caffeine, and Pepsi originally being marketed as an energy booster. Concerns over Coca-Cola using cocaine in food products, and a lawsuit against Coca-Cola over the amount of caffeine used in their products brought an end to the first wave of energy drinks. In 1929, Lucozade Energy was introduced in the UK as a hospital drink for aiding recovery, until the 1980’s where it was promoted as an energy drink for “promoting lost energy”. In 1949 in Chicago, the next major American energy drink was born as Dr. Enuf. Created by Chicago businessman William Mark Swartz, the drink was developed as an “energy booster” and contained B vitamins, caffeine and cane sugar.
Energy drinks in Japan date back to the early 1960’s, with the Lipovitan brand. However unlike most other countries, energy drinks in Japan were sold in small brown glass medicine bottles, and were marketed towards salarymen as “nutritional drinks”. A similarly modeled product, Bacchus-F, was introduced into the South Korean market around the same time.
Jolt Cola was introduced to the US in 1985, with a marketing strategy that focused on the caffeine content of the drink, promoting the caffeine as a means to increase wakefulness. In 1995, PepsiCo launched Josta, making them the first major US beverage company to introduce an energy drink. Josta was discontinued in 1999, however PepsiCo later returned to the energy drink market with their AMP brand.
“Power Horse” was the main energy drink in Europe and was developed by the Lisa company, before Dietrich Mateschitz introduced Red Bull into the market. Red Bull was based on the Thai drink Krating Daeng, which itself was based on the Japanese drink Lipovitan. Red Bull became the leading brand in the US energy drink market after its introduction in 1997, with a 47% share of the market in 2005.
As a result of limitations being put on the maximum amount of caffeine allowed per serving in beverages ingredients, there has been a growing trend for packaging energy drinks in larger cans as doing so allows manufacturers to include a greater amount of caffeine by including multiple servings per container. Another growing energy drink beverage solution has been the energy shot, an offshoot of the energy drink which is far more appealing to white collar workers, who may not want to be seen drinking an energy drinking from a large can. Energy drinks have also gained popularity as drink mixers, with Red Bull and vodka becoming a popular combination.
As an innovative supplier of beverage base and beverage solutions, Gat Foods provides the beverage base and beverage ingredients for the creation of a variety of products, including energy drinks. One of Gat Foods innovations are solutions for energy fruit drinks, which will allow for the introduction of new flavours into the energy drink market.