While ‘fast energy’ like big brand energy drinks remain the big sellers and the world’s biggest functional foods category, new formats are latching onto older concepts like GI and registering with shoppers in areas like sports dairy and breakfast biscuits.
Even regular juices are getting a makeover with European Food Safety Authority (EFSA)-approved energy nutrients like magnesium.
“One of the big drivers has been Kraft with the Belvita breakfast biscuits brand and that has done a lot to really popularise the idea of slow energy release,” Jago said.
“In dairy it is a slightly different story – what we are seeing there is companies pushing a little bit into the sports and performance area using protein.”
“It’s stretching the energy concept a little bit into sports performance and athletics. It’s not quite energy in the same way but it is a different way of looking at it.”
In ‘regular’ energy, Jago said juice brands were talking about energy on-pack.