![]() "Caffeine metabolizes out of your system in about three hours, but if you use L-theanine with it, it extends the caffeine release over time. People that drink Rowdy feel like they’re in the zone, they feel locked in," said Church. The company also touts a 'no-crash' energy formula which uses " efficacious levels" of L-theanine, an amino acid and nootropic ingredient, which the company claims provides heightened mental focus and awareness long after the caffeine is metabolized. But those two tails are the vocal minority, and they only make up about 15% of the overall market," Church told FoodNavigator-USA. If you think of it as a bell curve and on the two tails you’ve got one end of consumers that don’t care if it’s good for you, they just want it to taste good, and on the other tail you’ve got people that don’t care if it tastes like cardboard if they know it’s good for them. Celsius, RUNA, ZOA) all competing for the same whitespace within the $17bn energy drink category, so what makes Rowdy Energy special?Īccording to Church, Rowdy Energy products have a smoother taste profile because of its use of natural flavors to mask the bitterness of the caffeine and its commitment to using natural sweeteners with its blend of allulose, erythritol, stevia, and monk fruit (Celsius is sweetened with sucralose, for instance). Its positioning, however, is not much different from many other brands (e.g. Its most recent innovation, Power Burn, is an extension of its core line but with a sleeker, more female-friendly look and feel, noted Church. Launched three years ago by Church, a beverage entrepreneur, and 2x NASCAR Cup Champion Kyle Busch, Rowdy Energy is billing itself as a clean, all-natural, better-for-you, and functional energy drink with 160mg of caffeine from green coffee beans and green tea in its core line. Rowdy Energy is aiming to be somewhere in the middle, said Church at the Natural Products Expo West Show in Anaheim, California, last week. ![]() Within the spectrum of the energy drinks category sit the neon-hued brands with synthetically-produced caffeine equivalent to several cups of coffee per serving on one end and on the other, brands touting clean and natural forms of caffeine from guayusa, guarana, green coffee beans, and green tea that tend to have "pretty rough sensory profiles" and price points that make it inaccessible to key demographics of the category, said Church. ![]()
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