Soft drinks startup Buzzed has launched what it claims is the first energy tonic water.
The drink is touted as using 100% naturally retrieved caffeine and is sweetened with pure blossom honey and stevia, which the brand said created “the perfect delicate flavour experience, avoiding the overwhelming sugary taste often associated with energy drinks”.
Weighing in at 17 calories per can, it would target the health-conscious consumer, delivering “an alternative mixer or energy booster for those concerned about artificial flavorings and calorie consumption”, said the brand.
The drink will roll into Selfridges this month in a multipack of eight cans (rsp: £5.50/8x150ml).
Buzzed founder Louise Lloyd said there was “a well-established consumer occasion for spirits and an energy drink” but “no premium brand in this space offering a clean, natural solution which doesn’t compromise on flavour”.
“Our research has shown that many people choose this kind of drink combination despite the taste, not because of it, simply to get a pick-me-up. Buzzed was created to quite simply lift your spirit – not overpower it,” she added.
The launch comes on the back of a strong year for the sports and energy drinks category, which added £205.6m in the 52 weeks until 11 September 2021, taking its overall value to a whopping £1.6bn [NielsenIQ].
Monster – the category’s fastest-growing brand – is currently making concerted efforts to push its zero sugar Ultra range. It kicked off 2022 with a new watermelon-flavoured Ultra drink and a snowsport-themed promotion.