Energy shot brand challenge.
FARMINGTON HILLS, Mich. -- Living Essentials LLC last month introduced a strawberry-watermelon flavor to its line of Extra Strength 5-hour Energy shots.
"Our extra-strength varieties have always been favorites among 5-hour Energy fans, and we are pleased to add another great flavor in to our product line," says Melissa Skabich, the company's communications director.
The new flavor joins sour apple, grape and berry in the company's lineup of extra-strength energy shots. Living Essentials also offers six regular-strength flavors, as well as a decaf option.
The extra-strength shots contain an amount of caffeine comparable to what's in a 12-ounce cup of coffee, the company says.
5-hour Energy dominates the energy shot market. The product first appeared on U.S. retailers' shelves in 2004. Today, it is also sold through retail outlets in Canada, the United Kingdom, the Netherlands, Portugal, Spain and South Africa.
Retail sales of the two-ounce caffeine and vitamin elixir generated an estimated $1 billion in 2013. The makers of 5-hour Energy say that 9 million of its energy shots are sold each week.
The success of 5-hour Energy has brought competitors into the marketplace. Among them is LXR Biotech LLC, headquartered in Auburn Hills, Mich., and founded in 2011 by a former Living Essentials executive named Andrew Krause.
LXR's line of energy shots is called Eternal Energy. The company recently added a new product to the line, called Eternal Energy TR, featuring a timed-release technology that the company says makes the product effective for 10 hours.
Eternal Energy touts its price as its biggest advantage in its effort to claw away at 5-hour Energy's market domination. Eternal Energy has a suggested retail price of about $1 per shot, compared to the $3 that consumers pay for each shot of 5-hour Energy.
Another advantage of Eternal Energy, according to its manufacturer, is the presence of L-theanine, an amino acid that has been studied to assess its stress-relieving properties. LXR Biotech says the substance, found in some teas, mushrooms and dietary supplements, can reduce the jitters often associated with caffeine.
Concerns about adverse health effects from the caffeine and sugar in energy shots is cited as a reason that sales have been flat in recent months.
Sensing an opening, makers of energy-boosting supplements, herbs, homeopathic products and "functional" food and beverages are reaching out to retailers and consumers with products being touted as alternatives to caffeinated energy drinks.
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|Title Annotation:||INNOVATION: Diet & Nutrition|
|Date:||Jan 12, 2015|
|Next Article:||1 & 2 letter vitamins.|