Dispatches from Vitafoods Europe, Geneva

Europe’s energy drink market needs a shot of energy: Nergia

By Rachel Arthur contact

- Last updated on GMT

Europe’s energy drink market needs a shot of energy: Nergia
Energy shots are a big market in the US, but the potential in Europe is yet to be realized, says America’s Naturals.

The company, which produces premium nutraceutical products in energy, gut health and wellness categories, launched its Nergia energy shots in the US in late 2013. Having expanded distribution to Europe in 2014, it is now seeking to grow further.

Nergia (pronounced ‘En-er-gia’) targets health-conscious people looking for a natural boost: the product contains "pure, natural energy from botanicals sourced from deep inside the Brazilian rainforest",​ has less than 20 calories per serving, and is free from artificial sweeteners and preservatives.

Natural positioning

In the US, energy shots say they help consumers feel energized and alert, targeting those with busy lifestyles. But like energy drinks, they court controversy over health concerns.

Most products that contain caffeine use synthetic versions, says Nergia, due to cost and consistency implications.

Suzanne Brady, America’s Naturals, told BeverageDaily.com Nergia set out to be a natural version: steering clear of chemicals.

“Energy shots are very big in the US, it’s a billion dollar industry, and there are a lot of companies out there making them. We wanted to create a healthier version of the shots,” ​she said.

“Caffeine can be manufactured in a lab: our product has natural caffeine.”

The amount of caffeine in Nergia is equivalent to two cups of coffee. The product also contains guarana extract and acai berry extract, but is free from taurine.  

Nergia was recently reformulated to tackle a bitter taste to caffeine, and is available in peach, tangerine, mocha and tropical flavors.

In the US, brands like 5-Hour Energy are popular with consumers. But Brady says the situation is different in Europe.

“We were actually a little surprised that people didn’t understand what the energy shot was,” ​said Brady.

guarana-800-600
Guarana

“People were familiar with energy drinks, but not necessarily shots. So we are very excited about getting our product in Europe.”

The product is packaged in glass to help its natural positioning, with Nergia saying it gives a "pure and natural taste without the flavour of plastic… the glass bottle is naturally BPA and PVC free."

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