Coca-Cola is set to launch a range of coffee energy drinks under the Full Throttle energy drinks brand in the US in August 2008. The drinks are said to combine the taste of coffee with the intensity of an energy drink, representing another example of how manufacturers are maximising the appeal of energy drinks by combining energy-boosting ingredients with hedonistic flavours.

Coca-Cola, the world’s largest soft drinks company, has announced the launch of a range of coffee energy drinks under the Full Throttle brand. The drinks, which are set for launch just six months after the company added a Juice Energy variety to the Relentless line of energy drinks, are directly targeted at males, combining energy-enhancing ingredients with hedonistic flavours. The launch is indicative of how athletes are no longer the main target audience of energy drinks manufacturers, but rather time scarce consumers who struggle to maintain a work-life balance.

As consumers work increasingly longer hours, it is becoming more difficult for them to maintain a healthy work-life balance. A 2005 survey found that 34% of US adults go to bed after midnight during the week, while a similar number (29%) are out of bed by 6am. As a result, sleeping patterns are being disrupted, with the National Institute of Health estimating that some 70 million Americans suffer from some form of sleep disorder.

Although consumers are increasingly seeking out products that prevent fatigue and maximise performance, manufacturers still have to remember the importance of sensory appeal when targeting mass markets, and this is leading to a crossover in the energy and soft drink categories. In March 2008 for example, leading energy drinks producer Red Bull released an all natural cola drink called Simply Cola, which was intended to widen the brand’s appeal. Similarly, Coca-Cola’s coffee energy drinks are differentiated from traditional energy drinks by their indulgent mocha, vanilla and caramel flavours.

The combination of performance boosting ingredients and hedonistic flavours is a trend that will continue to prevail in the energy drinks market. Traditionally, athletes have bought energy-enhancing products to maximise performance, and the issue of taste has not been prioritised. However, busy consumers who are attempting to balance their work and social life are looking for drinks that maximise performance without compromising the taste and enjoyment associated with the product.

For further information see Next Generation Soft Drinks: Innovation in Natural, Functional and Premium Beverages