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Drinks still high on energy

BY Barbara White-Sax

There’s plenty of pep left in energy drinks. “Energy drink performance accelerated in 2011, and we expect strong growth once again in 2012,” said Gary Hemphill, SVP of Beverage Marketing Corp.’s information services division. “The energy need-state is large, and demographics for the category have begun to broaden, which has helped to continue the strong growth.” The segment now represents more than one-tenth of the total carbonated soft drink market, according to Beverage Digest.


Rumors circulated in May about a Coca-Cola/Monster acquisition or partnership. While the possible pair-up appears to have fizzled, Monster has been a hot property in the energy drink category and still is on the rise. The No. 2 brand in the category has been nipping at Red Bull’s heels. Red Bull holds a 45% dollar share and saw sales increase nearly 14% across all three outlets for the 52 weeks ended April 15, according to Symphony­IRI Group data. Monster Energy has a 21% dollar share but saw sales increase 17% during the same period.


Monster Energy Co. is growing its volume through innovation. The company’s Monster Rehab line — made with tea and juice, and lower in calories than traditional Monster — and its super-concentrated M3 are bringing new users to the category. Java Monster, a coffee/energy drink combo, also has been a strong introduction. The company recently launched Ubermonster, a nonalcoholic, premium fermented malt beverage, into the growing kombucha segment. The product is packaged in 16.9-oz. glass bottles with a crown closure.


Red Bull also recently launched Red Bull Total Zero, which has no calories, sugar or carbohydrates. The new introductions are designed to attract new users. Men in the 18- to 24-year-old age range still are the primary consumers of energy drinks, but research from Mintel indicated that more consumers ages 25 to 34 years have embraced the beverages.

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All-natural sweetness

BY Barbara White-Sax

FAIRFIELD, Calif. — Jelly Belly Candy Co., under license from Sunkist Growers, recently launched an all-natural Sunkist line of fruit jells. All four new flavors — Sunkist dark chocolate orange sticks, Sunkist dark chocolate raspberry sticks, Sunkist fruit gems and Sunkist orange slices — are flavored naturally with real fruit purees and juices. The fruit gem mix includes five fruit flavors: pink grapefruit, raspberry, orange, lemon and new blueberry flavor. The Jelly Belly Sunkist line, which is available in a variety of sizes, is peanut free, gluten free, a good source of vitamin C, vegetarian, and OU and OUD kosher certified.

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ReportersNotebook — Consumables 6/25/12

BY DSN STAFF

SUPPLIER NEWS — Mars Chocolate in May showcased some of its soon-to-be-launched confections and snacks at the National Confectioners Association’s Sweets and Snacks Show. New items slated to hit retail in the coming months are Dove Silky Smooth cookies and crème and a slew of Halloween-themed introductions, including MilkyWay caramel apple miniatures and Snickers pumpkin singles and six packs.


Jif has extended its line with the launch of new hazelnut spreads. The line includes such new flavor varieties as Jif chocolate-flavored hazelnut spread and Jif mocha cappuccino-flavored hazelnut spread.


Energy drink brand Red Bull is extending its line to include Red Bull Total Zero, a beverage that is free of calories, carbohydrates and sugar. The company noted that the decision to launch the product was prompted by more consumers becoming more health conscious. An 8.4-oz. can of Red Bull Total Zero carries a suggested retail price of $2.19; a 12-oz. can carries a SRP of $2.99; a 16-oz. can carries a SRP of $3.79 and the 8.4-oz. 4-pack carries a SRP of $7.99.


Campbell’s is making its V8 V-Fusion line bubbly. New V8 V-Fusion Sparkling juice drinks are carbonated beverages that tout 50 calories per serving and provide a combined serving of fruits and vegetables without any added sugar, artificial colors, flavors or preservatives, the company said. V8 V-Fusion Sparkling is available in tangerine raspberry, black cherry pomegranate and strawberry lemonade varieties.

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