Performance Drink Group, Inc, a new force in the manufacturing of unique Sports Nutrition and Energy Drinks, announced that “Pro Boost”, a new 2 FL OZ (60 ml) zero-calorie, zero-sugar energy supplement drink, is now available to order in the US.
Pro Boost is available to order through www.proboostenergy.com and the Company has already begun taking pre-orders direct from retailers who see this as an explosive space to be entering. Consumers are able to place orders now through the website and product will start to be delivered both to retailers and consumers alike from June 1, 2022.
Management is focused on driving sales of Pro Boost by targeting distribution through specialty-supplement retail, as well as the traditional grocery and convenience store space. The direct to consumer model via the Company’s website is said to also be crucial in the success of the product.
James Gracely, Senior Vice President of Performance Drink Group stated that “Pro Boost will mobilize an often undervalued beverage consumer by focusing on the gamer/streamer community. Pro Boost will have a wide appeal in all classes of trade as we seek placement across a broad spectrum of high-impact high-volume retail end-points.”
In addition to energizers like Taurine, Malic Acid, N-Acetyl L-Tyrosine, Glucuronolactone, Caffeine, and L-Phenylalanine, Pro Boost features a robust burst of B Vitamins, including 100 % of the recommended daily value for Niacin, 2,000 % of the recommended daily value for Vitamin B6, 100 % of the recommended daily value for Folic Acid, and 8,333 % of the recommended daily value for Vitamin B12.
Pro Boost contains no calories, no sugar, no GMO, no gluten, no artificial colours, and no preservatives.
Monster Beverage Corporation announced that Hilton H. Schlosberg was elected by the Board of Directors of the Company (the “Board”) as Co-Chief Executive Officer of the Company. Mr. Schlosberg will serve as Co-Chief Executive Officer together with Mr. Rodney C. Sacks, who has served as the Chief Executive Officer of the Company since 1990. Simultaneously with the foregoing, Mr. Schlosberg resigned his positions as President, Chief Financial Officer, Chief Operating Officer and Secretary of the Company. Mr. Sacks will continue as Chairman of the Board and Mr. Schlosberg will continue as Vice Chairman of the Board. In addition, the Company also announced that Thomas J. Kelly was elected by the Board as Chief Financial Officer of the Company, succeeding Mr. Schlosberg.
Mr. Schlosberg has held senior leadership positions with the Company for over 30 years, including as the Company’s Chief Financial Officer for over 23 years, and has served as a co-leader of the Company with Mr. Sacks. Mr. Kelly has been Executive Vice President, Finance, and/or Controller and Secretary of Monster Energy Company since 1992. Mr. Kelly is a Certified Public Accountant (inactive) and has worked in the beverage business for over 30 years.
Monster Beverage Corporation
Based in Corona, California, Monster Beverage Corporation is a holding company and conducts no operating business except through its consolidated subsidiaries. The Company’s subsidiaries develop and market energy drinks, including Monster Energy® energy drinks, Monster Energy Ultra® energy drinks, Monster MAXX® maximum strength energy drinks, Java Monster® non-carbonated coffee + energy drinks, Espresso Monster® non-carbonated espresso + energy drinks, Monster Rehab® non-carbonated tea + energy drinks, Muscle Monster® non-carbonated energy shakes, Monster Hydro® non-carbonated refreshment + energy drinks, Monster HydroSport Super Fuel® non-carbonated advanced hydration + energy drinks, Monster Dragon Tea® non-carbonated energy teas, Reign Total Body Fuel® high performance energy drinks, Reign Inferno® thermogenic fuel high performance energy drinks, NOS® energy drinks, Full Throttle® energy drinks, Burn® energy drinks, Samurai® energy drinks, Relentless® energy drinks, Mother® energy drinks, Play® and Power Play® (stylized) energy drinks, BU® energy drinks, Nalu® energy drinks, BPM® energy drinks, Gladiator® energy drinks, Ultra Energy® energy drinks, Live+® energy drinks, Predator® energy drinks and Fury® energy drinks.
Officially launched and available for purchase online, BRÈINFÚEL (Breinfuel) evolves from coffees, energy drinks, and nootropics to help the brain respond with focus, alertness, and productivity.
Developed by Dr. Gerald Horn, a Lasik surgeon with a background in pharmaceutical science and disruptive drug development, Breinfuel combines highly researched ingredients with an extended release that is designed to support performance and wellbeing.
“Endurance means so many different things to people with various lifestyles, occupations and interests. Yet, the common desired effect is not the jolt offered by traditional caffeinated beverages, but rather sustainable cerebral stamina and high-performance energy,” noted Dr. Horn. “Whether you’re a competitive bodybuilder, a frontline medical worker, or a stay-at-home mom of zoom-schooled children, our mental health is being zapped by today’s challenges and demands. Consumers need a beverage that incorporates more functional benefits that enhance productivity and well-being.”
Breinfuel comes in four palate-pleasing flavours including Thrive Ice, Victory Bliss, Alpha Punch and Limitless Berry. Dr. Horn combined four uniquely differentiated ingredient blends for Breinfuel’s multifaceted effects. The Caffeine Blend, according to Dr. Horn, is “the secret sauce” of Breinfuel, with the best of what’s in coffee without the coffee base. It is derived from green tea and green coffee beans without the toxicity and loss of potency from the roast.
The Fuel Blend includes four grams of low-glycemic sugar, five grams of easily digestible collagen protein, and MCT’s which are a great source of prolonged energy. The Antioxidant blend offers potential added benefits from vitamin C, vitamin E and beet root, all designed to reduce the brain’s known sensitivity to accelerated metabolism. The Brain-Booster blend features zinc, creatine, glycine (from collagen), and L-theanine, all individually shown to support brain health.
“Putting caffeine in water alone can create a toxic jolt to our system, which has contributed to caffeine’s checkered past,” noted Dr. Horn. “Since caffeine is not energy or fuel, but rather a stimulant, it needs to be supported like one. Breinfuel’s attention to these key principles resulted in four targeted blends that, for many, may redefine the caffeine experience.”
The inception of Breinfuel began as part of Dr. Horn’s goal to optimize his nutritional consumption, lifestyle/productivity, and personal health.
“This began as a personal quest to solve the problem of unsupported caffeine in the marketplace, such as in caffeinated drinks with zero calories or high-fructose carbohydrates,” noted Dr. Horn. “Once I and some colleagues began to experience caffeine in a new and better way, I knew it was the right time to bring Breinfuel to market.”
ABOUT BRÈINFÚEL
Developed by Dr. Gerald Horn, a Lasik surgeon with a background in pharmaceutical science and disruptive drug development, Breinfuel combines highly researched ingredients with an extended release that is designed to support performance and wellbeing. Breinfuel is sold online and comes in four delicious flavours including Thrive Ice, Victory Bliss, Alpha Punch and Limitless Berry. Each bottle of Breinfuel features a proprietary blend of effective ingredients, including: natural caffeine from GCBE and green tea (along with their extracts), D-ribose sugar, collagen protein, MCT’s, vitamin C, vitamin E, beet root, L-theanine, creatine, and zinc.
The ready-to-drink cold brew coffee boom continues in 2020, proving its longevity as a category in the face of the global pandemic.
According to Allegra World Coffee Portal, cold-brew coffee generated $10.4bn US sales in 2019, achieving an exceptional 7.3 % growth. As opportunistic brands jostled for position in the chilled aisles in supermarkets around the world, innovation in the category was key to capture consumer attention.
Plant-based innovation
The rise in veganism is making its mark in the RTD coffee market and we are seeing many brands introduce plant-based beverages to their portfolios alongside traditional dairy offerings. Health-conscious consumers are looking to improve their lifestyle and plant-based RTD lattes that use almond, oat, hazelnut, rice, and coconut milks are proving increasingly popular. In fact, the global demand for dairy alternatives is estimated to be over $25.5bn by the end of 2028.
With a clean and sophisticated flavour profile, plant-based RTD coffee is also reaching new audiences who are looking to dabble in a dairy-free lifestyle without committing full time.
Nitro coffee
If you add nitrogen to a cold-brew coffee, you’re rewarded with nitro coffee. Previously considered niche, nitro coffee had made its way into the mainstream as shoppers look to treat themselves to more luxurious beverages. This premium RTD offering is popular with consumers due to its creamy mouthfeel, high caffeine content and sweet flavour.
Nitro coffee is brewed, put in a keg, and then infused with nitrogen before being sold in cans in supermarkets in a variety of flavours, including caramel and vanilla.
Single-origin
Tapping into the provenance trend, coffee drinkers around the world are seeking our RTD coffee that has a distinct flavour profile from coffee beans connected to a single country, region, producer or even farm. This trend is changing how roasters use extracts in RTD coffees as consumers opt for lighter roasts with distinctive characteristics, sourced from specific areas of the world.
Hard RTD coffee
Like hard seltzers, hard RTD coffee offers a healthier, low calorie alternative to other alcoholic beverages on the market. These flavoured beverages marry up two of the fastest growing beverage trends in 2020, adding sugar fermented alcohol (used in hard seltzers) to RTD coffee. Hard RTD coffees are often combined with milk and flavours such as salted caramel and chocolate, to give a creamy, sweet flavour.
Functional energy drinks
Brands are repositioning RTD coffees as the beverage of choice for health-conscious shoppers who need an energy boost, dubbing them as functional energy drinks. As consumers look to switch out traditional sugar laden energy drinks for healthier energy drinks, that give them their much-needed pick me up without the white stuff, Treatt expect to see more low-calorie RTD coffees with natural flavourings and vitamins hit the market.
There’s a good reason why this trend is growing; functional energy drinks that use natural and organic ingredients are on the up, with Grandview Market Research predicting sales to reach $32 billion by 2025, which accounts for nearly 40 % of the US market.
Caffeinated fruit juice
An exciting innovation being seen in North America is caffeinated fruit juice, where fruit juice is infused with cold brew coffee. This is another arm of the functional energy drink category, tapping into the demand from health-conscious consumers. The beverages can deliver multiple benefits, including antioxidants, vitamin C, vitamin B and a wake-up kick from the caffeination. Juice flavours seen enjoying the buzz include cranberry, guava, and citrus.
References
Source: Treatt
Investment brings strategic investors providing growth capital and new international opportunities
Facilitates expansion into top US convenience store chain
Celsius Holdings, Inc., maker of a leading global fitness drink, CELSIUS®, announced that it entered into an agreement providing for a direct private investment of $22 million with two investors, Asia’s leading private equity firm and a leading global institutional investor. The transaction is expected to close on or about August 25, 2020. The Company also announced the expansion into the largest chain of company-owned and operated gasoline and convenience stores in the United States, Speedway.
“We appreciate the recognition and trust from these prestigious leading global institutional investors. This is an important milestone to reinforce the momentum in our business as we continue to capitalize on the global health and wellness trends and disrupt the energy beverage category. The injection of funds will allow us to eliminate our outstanding bonds incurred in connection with our October 2019 acquisition of Func Food Group Oyj, which bonds are due in October 2020 and provide working capital enabling Celsius to maximize the significant growth opportunities in both domestic and global markets,” commented John Fieldly, President and Chief Executive Officer.
Mr. Fieldly continued, “Maximizing shareholder value is the paramount goal of our management and board of directors. We have established Celsius as a significant player in the functional energy drink category, facilitated by our increases in market share, outsized growth across multiple channels compared to our peers and a market capitalization that enables larger, industry focused institutions to justify both the due diligence and capital allocation to invest in Celsius. We believe Celsius has just begun recognizing the opportunity in front of us on a global scale and justifies further investment initiatives which continue to accelerate our growth, maximizing value creation for our shareholders.”
- In the placement transaction, the Company will sell 1,437,909 shares of common stock at a price of $15.30 per share. In addition, various affiliates of Celsius, including six directors and CD Financial, LLC an entity owned by Carl DeSantis, the Company’s largest shareholder, will sell an aggregate of 1,307,189 shares of common stock at $15.30 per share. The CD Financial LLC sale represents approximately 3 % of the holdings of Mr. DeSantis. The aforementioned affiliate sales will represent a minority divestiture from our long-term strategic investment partners to facilitate the investment. The investment transaction will be effected pursuant to an exemption from registration afforded by Regulation S under the Securities Act of 1933.
In addition to the announcement of the transaction,1 Celsius announced the expansion into the largest chain of company-owned and operated gasoline and convenience stores in the United States, Speedway. The initial rollout will include two SKU’s across 2,700 stores starting in the beginning of the fourth quarter 2020. The Company anticipates a material ACV increase to over 15 % once the rollout to stores commences. Over 90 % of participating Speedway stores will be serviced by DSD (direct store delivery) distribution partners.
“Horizon Ventures and affiliated partners seek to invest in companies with exceptional management teams which are positioned to disrupt categories and Celsius has already established the Company as a leader in the rapidly emerging functional energy beverage category. Consumers are striving for healthier drink options which is a common trend on a global scale, and we are confident that Celsius is well positioned as an energy drink that not only tastes good but is a true differentiator in the category, a unique and attractive offering which any consumer around the world can relate and benefit from. Stay energized and stay healthy,” said Tony Lau of Horizons Ventures & Co-Chairman of Celsius Holdings.
“We have always believed that Celsius was a winner with the potential to become a global brand. We are thrilled to welcome our new investors and together along with our existing management team, we will continue our growth and maximize our potential. These two prestigious funds looking to invest in Celsius only reinforces our belief that this brand is ready for continued growth and expansion,” said William H. Milmoe, President of CDS Holdings & Co-Chair of Celsius Holdings.
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH), is a global company with a proprietary, clinically proven formula for its master brand CELSIUS® and all its sub-brands. A lifestyle fitness drink and a pioneer in the rapidly growing performance energy sector, CELSIUS® has five beverage lines that each offer proprietary, functional, healthy-energy formulas clinically-proven to offer significant health benefits to its users. The five lines include, CELSIUS® Originals, CELSIUS HEAT™, CELSIUS® BCAA +Energy, CELSIUS® On-the-Go, and CELSIUS® Sweetened with Stevia. CELSIUS® has zero sugar, no preservatives, no aspartame, no high fructose corn syrup, and is non-GMO, with no artificial flavors or colors. The CELSIUS® line of products is Certified Kosher and Vegan. CELSIUS® is also soy and gluten-free and contains very little sodium. CELSIUS® is backed by six university studies that were published in peer-reviewed journals validating the unique benefits CELSIUS® provides. CELSIUS® is sold in the USA at Target, CVS, Walmart, GNC, Vitamin Shoppe, 7-Eleven, Dick’s Sporting Goods, The Fresh Market, Sprouts and other key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw’s and Food Lion. It is also available on Amazon, at fitness clubs and in select micro-markets across the country.
1Timing of closing is already referred to first para.
Over the first two months of 2018 UK retailers Waitrose, Tesco, Co-op, Asda, Sainsbury’s, Aldi, Lidl and Morrisons – the UK’s seven largest food retailers – all implemented their own bans on the sale of energy drinks to children. This is despite the lack of any formal direction or regulation from the UK government, observes GlobalData a leading data and analytics company.
In March 2018 Boots became the first non-supermarket retailer to join them. Specifically, this means banning the sale of products with a caffeine content of more than 150 mg per litre to under-16s. The fact this potentially profit limiting step has been taken without government regulation or a call for retailers to take voluntary action is unusual, but emphasises the importance large retail chains place on maintaining a responsible brand image.
Associate Analyst at GlobalData, William Grimwade commented, “Major retailers have become extremely concerned about monitoring opinion of themselves on social media, and the highly competitive nature of British supermarket retailing means retailers do not want to be seen to be out of step with their competitors on issues like this”.
The National Association of Schoolmasters Union of Women Teachers (NASUWT) has gone as far as attributing some cases of poor behaviour of children in schools to high energy drink consumption. The #NotforChildren campaign has become prominent on social media among a variety of stakeholders, including health concerned celebrity chef Jamie Oliver, the charity Action on Sugar, the MP Maria Caulfield and NASUWT, the teachers union.
Grimwade adds, „Retailers and energy drinks producers are also likely to suffer from the introduction of the sugar tax in the UK from 8th April 2018. The vast majority of energy drinks brands rely on sugar, as well as caffeine and other additives, to allow them to give the consumer the energy rush their brand depends on. This means that they will be unable to reduce sugar content and their prices in independent retailers still selling them to under 16’s will be forced upwards, compounding the effect of the supermarkets ban.“
On 4th January, Waitrose announced plans to introduce minimum age limit on sales of high caffeine energy drinks. From 5th March 2018, customers buying caffeinated energy drinks containing more than 150 mg of caffeine per litre will be asked to prove they are over 16 years of age.
The move builds on existing industry efforts including labelling guidelines which require any high caffeine energy drink to include an advisory note to children.
Gavin Partington, Director General at the British Soft Drinks Association said:
“Energy drinks and their ingredients have been deemed safe by regulatory authorities around the world.
“In 2010 we introduced a voluntary Code of Practice to support parents and consumers who want to make informed choices. In 2015 this was updated to include more stringent guidelines around marketing and promoting, including reference to in and around schools.
“Energy drinks are not marketed or promoted to under 16s and all beverages carry an advisory note stating: Not recommended to children.
“Energy drink manufacturers have taken all possible steps to be clear about the suitability of energy drinks. Retailers, schools and parents all have a role to play in educating children about caffeine and sugar consumption from all sources.”
At drinktec 2013, WILD Flavors GmbH (WILD) will be presenting innovations for the beverage industry, demonstrating its keen understanding of current consumer trends and sharing its global market expertise. Thanks to products from WILD’s portfolio, manufacturers can breathe new life into established beverage sectors as well as new ones: beer-mix drinks, malt beverages, ready to drink (RTD) tea, energy drinks, juice and much more.
At the WILD booth, the right innovation for new growth is available for every manufacturer. As one of the leading experts in global ingredients, WILD is always on top of international markets and consumer needs, and just in time for drinktec it will be presenting its new developments. Its motto for the industry: We grow your business, naturally!®
En vogue with new beer-mixes and malt beverages
In the field of beer-mix drinks, WILD has created highlights with en vogue products such as cloudy variants with juice. Manufacturers can come to the WILD booth and experience for themselves how compelling the new flavors for these popular mixed drinks are. Non-alcoholic malt beverages are extremely promising for breweries as well as producers of soft drinks. Here WILD features a variety of options in terms of malt content and numerous fruity flavors – perfect for the many different taste preferences around the world.
Subscribing to success ― the energy-drink sector
Higher, faster, newer ― the energy drink trend keeps growing around the world. WILD is seen as one of the leading international manufacturers of ingredients for these drinks which give people new vigor. In addition to classic flavors, WILD’s portfolio also includes developments such as energy plus juice, energy plus coffee, functional energy drinks and no calorie concepts. The energy drink boom is far from being over.
On top of today’s trends: premium RTD teas
Today, manufacturers who want to offer consumers innovative new drinks with a healthy image will set their sights on premium tea beverages ― a powerful growth category. The latest addition to WILD’s selection is brewed tea, which offers new standards in terms of quality and flavor. Another attractive bonus is the fact that these products can be labeled as “brewed tea.” Manufacturers who want to concentrate on classic products based on tea extracts or tea infusions will find what they are looking for at WILD as well. For years the company has specialized in the trend segment, as its broad range of product options at the drinktec booth will confirm.
Expertise in great taste for juice and nectar
WILD’s product palette in the juice sector consists of the finest ingredients: an exquisite taste, top quality fruit and new product ideas. When it comes to compounds for juices, nectars and functional beverages with a juice content, the company is a competent partner for the industry, last not least due to its acquisition of Cargill’s juice business. Creative innovations for new product ranges in the field of juices and nectars round out what WILD has to offer.
Creating new inspiration for soft drinks
WILD is also presenting new soft drinks featuring a “grown-up” taste profile based on WILD’s newly developed fermentation technology. This process gives beverages a distinctive flavor and allows manufacturers to position products naturally. WILD also offers new flavors for soft drinks – everything from fruity to spicy, with mint ingredients or sweetened with stevia for low calorie concepts. In keeping with the stevia trend, the company also offers stevia sweetened products in other beverage categories, such as still drinks and tea beverages.
Brand-new: beverages which taste of dessert
One WILD innovation which provides an exciting taste sensation is combining fruit juice with dessert flavorings. This sweet and fruity blend is an excellent response to the demand for new thirst quenchers with a delicious flavor. WILD developed the “Delicious Duo” products on a basis of milk and emulsions. A highly promising concept around the globe – no matter whether the products are for Europe, the Middle East, Africa or America.
WILD at drinktec 2013: Hall B1, Booth 101
