The global energy drinks market has presented itself as one of the most stable in recent times, registering continued growth over the past five-year period while many other drinks industries have stalled. Red Bull, Monster, and Rockstar have maintained their dominant share in the high-performing market at the global level over the past decade, resisting disruptive new entrants for the most part of the period. However, the big exception to this has been HELL Energy, which is now aiming to tap consumers’ growing interest in tech-augmented experiences, says GlobalData, a leading data and analytics company.
Ayoub Khalil, Consumer Analyst at GlobalData, comments: “Since its launch in the early 2000s, HELL Energy has established itself as the market leader in eastern Europe and more significantly found itself as the major player in India recently. It is now looking for continued growth from launches in high growth potential economies. India’s growth, especially in terms of disposable income, remains solid with economic growth being revised upwards to a solid 6.44 % in 20231, while eastern European countries are also showing good signs despite recent stagnation.”
With its distinctive commitment to technology, HELL Energy has now embarked on a new AI drink, which it presents as being entirely made across every part of its value chain by artificial intelligence (AI). This is a unique step to ride the trend of a new fascination with tech-augmented experiences, a trend evidenced by a survey of GlobalData showing how over 86 % of global consumers’ buying choices are shaped by how digitally influenced the product is2.
Khalil adds: “The big question, however, with the release is whether it serves to be more than a marketing ploy or a genuine innovation that draws on AI’s powerful capabilities to produce true value that satisfies nuanced consumer preferences. This question comes in light of the most recent quarter GlobalData survey affirming the general benefits that integrating AI can bring in production with 83 % of surveyed consumers claiming that how much a service is tailored to their preferences and personalities has a positive effect on their purchases2, which is something the new drink states it brings in AI’s ability to analyse vast data to boil down to what consumers exactly want.”
In the broader view of the commercial landscape, the release brings to market an interesting case study for firms in and outside the industry of the benefits that can be brought by involving AI in the production process. Again, such methods are already being leveraged elsewhere without the gimmick of companies naming their products an AI release. The biggest of these examples is how the major player Coca-Cola has moved into this new space with its newly released Y-3000 drink, which it claims to have been developed with the help of AI.
Khalil concludes: “HELL Energy, however, does state that what makes its drink truly AI generated compared to other products is the complete use of AI in everything from packaging to evaluation to marketing elements; where the company needs to be clearer is in how much they’ve been able to completely strip away any subjective human choice in the configuration that every AI system is adjusted with, which still remains undisclosed by the company.”
1GlobalData Database-Economy-Macroeconomic Database updated Jan 2024-India
2GlobalData’s Global Consumer survey published in December 2023 was conducted with 21,000 respondents globally
Collaboration will unlock food emotions and offer a new window into the consumer mind
Givaudan announced an agreement with neuroscience company Thimus, the developer of the exclusive TBox platform that provides an integrated collection of explicit and implicit data for exploring how humans experience food. Givaudan’s collaboration with Thimus is the first extensive use of the TBox platform in the world of food, resulting in Givaudan’s new programme, Food Emotions powered by Thimus. The agreement adds to Givaudan’s growing set of digital capabilities designed to deliver unique consumer insights and shape the future of food.
Food products are being redesigned to meet new expectations and sustainability, health, quality and emotion are crucial considerations in this re-invention. Understanding and responding to consumer preferences has never been more important, but there’s often a gap between what consumers say and their actual experience and behaviour. Neuroscience may be the key to closing that gap. A portable tool developed by Thimus is used to gain a fuller understanding of the consumer experience.
In addition to only having consumers participate in a focus group or answer a questionnaire, Thimus’ TBox provides participants with a headset to wear during taste tests.
The headset records brain signals, which are then processed by validated algorithms to measure four key mental states including frontal asymmetry, engagement, cognitive workload and relaxation.
Using proprietary software and a cloud-based database for data analysis and retrieval, the tool is able to deliver insights that were previously unavailable or unreliable.
Givaudan has used the Thimus technology extensively in several customer projects with very successful results. For example, Givaudan used Thimus technology in recent consumer tests on botanical soft drinks, comparing two prototypes. The results revealed that consumers implicitly found one concept significantly more satisfying than the other. The implicit data gathered from Thimus was used to pinpoint a negative reaction during the taste phase in the second product. The team was then able to identify a successful route to optimise the soft drink by improving mouthfeel. In this instance, the problem and its resolution could not have been uncovered by examining declarative data alone.
Created with gamers for gamers, the new Coca-Cola® Ultimate Zero Sugar represents a bold, kinetic expression of Experience Points (+XP), the universal unit of rewards players earn as they progress through a game. The latest limited-edition Coca-Cola Creations drop was crafted in collaboration with League of Legends developer Riot Games.
Coca‑Cola® Ultimate Zero Sugar’s striking packaging design fuses elements of both iconic brands, taking visual cues from League of Legends lore – including a bespoke “Ultimate” crest with a blue Hextech backlit glow, a Spencerian Script inspired by Nexus crystals in “Runeterra” and a bold, gold-and-back manifestation of the Coca-Cola Creations logo.
“Coca-Cola Creations is all about creating unique and authentic experiences anchored in youth passions, and gaming is one of the largest and fastest-growing communities in the world,” said Oana Vlad, Senior Director, Global Strategy, The Coca-Cola Company. “We dipped our toes into this space last year with Coca-Cola Zero Sugar Byte and the artist Marshmello’s limited-edition Coca-Cola, but this is the first time we have partnered with a gaming company to develop a Coca-Cola flavour.”
Coca-Cola Ultimate Zero Sugar will be sold for a limited time in the United States, Canada, China, South Korea, Latin America and Africa. A full-sugar version is available in the United States, Canada and Mexico.
“We’re excited for players to taste the new +XP flavour, a unique and bespoke collaboration with Coca-Cola, a globally recognised brand loved by millions,” said David Mulhall, Head of Business Development and Partnerships at Riot Games. “They share many of the player-focused values we have at Riot, and we are honoured to be the first gaming collaboration for Coca-Cola Creations.”
The holistic product experience celebrates every player’s gaming journey. Like the six preceding Coca-Cola Creation drops, Coca-Cola Ultimate Zero Sugar will bridge the virtual and real worlds with a series of disruptive digital and IRL activations. League of Legends players can put their skills to the test via a series of in-game missions that unlock a sequence of limited-edition Ultimate Emotes through July 18.
Fans also can scan an on-pack QR code to access the Coca-Cola® Creations Hub, where they can access a League of Legends-inspired Ultimate Emote Generator Instagram filter, pre-order a custom Coca-Cola Ultimate Zero Sugar mini fridge by Cooluli, and upload a selfie to see themselves in their Ultimate form on a cinematic gaming journey.
“The super-personalised experience lets anyone – not just League of Legends enthusiasts – become the hero of their own Ultimate journey,” said Natalia Suarez, Brand Director, Coca‑ColaTM, North America. “It pays off the idea that Coca-Cola is for everyone.”
Coca-Cola and Riot Games will bring the “Ultimate” experience to life with communities of passionate gamers around the world through League of Legends Nexus Crystals drop events in Los Angeles, Shanghai and Mexico City.
Coca-Cola Ultimate Zero Sugar builds on a longstanding collaboration between Coca-Cola and Riot Games celebrating the power of gaming to unite people around the world in competition and fandom. In 2022, the brands announced a multi-year global partnership to co-create unique fan experiences for League of Legends: Wild Rift and Wild Rift Esports. From 2014-2016, Coca-Cola teamed with League of Legends for its World Championship and created custom viewing experiences with highly coveted collectible merchandise in multiple countries through cinema partnerships.
With hundreds of millions of players globally, League of Legends continues to be one of the most-played competitive games in the world. A unique game that blends speed, strategy and high intensity, it has grown to become a global phenomenon over its decade-long history by hyper-serving its loyal communities.
“The idea that fueled Coca-Cola Ultimate was a celebration of the player’s journey,” said Chase Abraham, Director, Global Content & Creative, Coca-ColaTM. “Riot Games aspires to be the world’s most player-forward gaming company, and we see a lot of harmony between our values. A shared passion to get it right with players first and foremost drove the strategy and nature of what we wanted to deliver.”
Coca-Cola® Creations lends the iconic Coca-Cola brand to new expressions fueled by collaboration, creativity and connection. Each sequential, surprise-and-delight drop includes a limited-edition flavour– complemented by designs and experiences – inspired by music, gaming, sports and other consumer passion points. The Coca-Cola Ultimate Zero Sugar launch follows the six fantasy-flavoured Coca-Cola® Creations drops: Coca-Cola® Starlight, Coca-Cola® Zero Sugar Byte, the artist Marshmello’s Limited Edition Coca-Cola®, Coca-Cola® Dreamworld, Coca-Cola® Soul Blast and Coca-Cola® Move.
At this year’s Anuga trade fair, held between 5 and 9 October, Doehler will present a diverse portfolio of innovative, natural ingredients and applications which combine plant-based nutrition, sugar reduction and functionality with unique Multi-Sensory Experiences®.
Unique Multi-Sensory Experiences®
When it comes to food and beverages, consumers are above all looking for products with unique taste sensations along with healthy, natural ingredients, new textures, brilliant colours, an exquisite mouthfeel and ultimately the emotional enjoyment that comes from Multi-Sensory Experiences®. Doehler will present innovative concepts at its stand which, based on the comprehensive portfolio of natural ingredients, include natural flavours and colours, to dry ingredients and innovative sweetening solutions, create a perfectly harmonious mixture of taste, appearance and texture to appeal to all the senses.
Refreshing beverages which are less sweet, yet full of flavour, are in great demand. Doehler has therefore developed reduced sugar concepts for lemonades and co., comprising well-known classics up to innovative beverages. The diverse selection of natural sweetening solutions can be perfectly tailored to the respective desired taste profile through countless combination options.
Innovative Sweetening Solutions
Beverage concepts that are less sweet and have a more exciting flavour diversity are becoming ever more popular amongst consumers. The Refreshingly Light Soda provides a pure fruit taste, combining the sour, yet fresh flavour of lemon with a hint of sweet peach and is presented in the trend colour of coral. At under 5 g per 100 ml, the sugar content is low, while a juice content of at least 8% is that much higher. Consumers looking for a lemonade with a more “grown-up” taste profile should try our Light Brewed Soda with its special flavour notes of brewed ginger and brewed lime. Thanks to a natural sweetening solution using a stevia tea brew, the drink has a sugar content of just 4.1 g per 100 ml.
Water Plus – Plus added naturalness, variety or health
Everyone is talking about Water Plus, a series of innovative beverage concepts with a hint of flavour and healthy added value! Discover applications such as Fruit Infused Water in lemon & apple or raspberry & mint flavours, or the fruity-tart taste sensation of Botanical Waters, created by adding lemon juice containing rosemary and coriander extracts, at the Doehler stand. The Energising Water with the exotic flavours of mango and passion fruit, as well as caffeine, ginseng and guarana extract, provide a natural energy boost in addition to the multi-sensory experience.
Driving Nutritional Excellence
Ever more consumers expect the food and beverages they consume to have a natural, functional added value as well as vibrant appearances and excellent taste. Doehler will therefore present a selection of innovative and diverse concepts based on Health Ingredients. These include herbal and fruit extracts, plant-based proteins, and vitamins and minerals.
The Plant-Based High Protein Drink, also available in vanilla flavour, is a perfect alternative to milk while also providing plant-based proteins for a balanced diet. Our Protein Ball is a delicious and healthy in-between snack with apricot ingredients which supply the body with plant-based proteins. The same goes for our Protein Bars which use 100% natural fruit powders to create a first-class banana or raspberry flavour and which also have a high plant-based protein content.
Alongside the innovative food applications, Doehler also has beverage concepts with functional added value. Many consumers require an additional source of energy which can easily be integrated into their active lifestyle. The next generation of energy drinks developed by Doehler are perfectly suited here and impress with their natural ingredients and low calorie content. The spectrum ranges from a Guayusa Energy Drink and a Cold Brew Coffee Energy Drink to a cola-flavoured Zero Sugar Energy Drink.
Hall 8, Stand A010
