As one might imagine, energy drinks is a fast-moving and frenetic marketplace packed with instantly recognizable category stewards and a constant slew of fast-moving new arrivals. Whilst sports drinks lost their way during Lockdown, an inevitable consequence of the closure of gyms, sports fields and team sports; a more responsive energy drinks category quickly repivoted to take-home formats which allowed them not simply to ring-fence but turbo-boost their sales.
The success of energy drinks is multi-faceted but in broad-brush terms can be attributed to its enduring cult status among young adults and adolescents as an easily accessible ‘daily buzz,’ a chilled caffeine-fix alternative to frothy coffee and tea, cult gamer refreshment, a blossoming appreciation for brands with proven functional benefits and an everyday affordable soft drink for anyone seeking to cope with full-on social lives and hard-working gym regimes.
Energy One is an emboldened energy drink disruptor with a very distinct and highly charged agenda, a vibrant outsider championed by Marion Barnaby and Peter Knoflach; two serial entrepreneurs with an impressive track record in motor sport and car dealerships.
As a past motorsport manager for Porsche Cars GB, Marion is probably best known for being one of the original architects of the original Carrera Cup GB (where identical Porsche 911 GT3 Cup cars jostle for chequered flag glory) and a leading light of the World’s first all-electric production vehicle (event planning, logistics, project management, sponsorship & procurement). However, as an events & sponsorship specialist Marion was keen to broaden her industry horizons and interests, confident that her core skills could seamlessly transfer to FMCG (fast moving consumer goods) where products come and go at breakneck speed.
The simple vision of Marion & Peter was to create a vitamin-rich energy drink (B3, B5, B6 & B12) that married a vitamin boost agenda with one’s daily caffeine needs. Unlike the leading lights within this high-profile product sector, Energy One wanted to target an older, more discerning demographic that weren’t infused by the often abrupt and abrasive identities championed by this category’s vocal brand stalwarts. Early taste trials suggests that this a full-bodied energy drink shorn of the bitter metallic aftertaste that tarnishes so many of its peers, a more delicate taste created by better spring water to secret syrup ratios.
This is also an energy drink that champions the wider community (a % from every can) by supporting the high-profile Racing for Heroes cause, a high profile ‘giving back’ initiative that reaches out via motorsport to both disabled/wounded war veterans, by getting them involved in engineering projects that build their self-esteem whilst fostering meaningful pathways back into full-time employment.
This is a vibrant brand concept born in Switzerland yet produced in the UK, a brand that despite not joining the UK’s energy drink fray until July 22 has already made significant forays into Germany Switzerland, North America and Canada, whilst simultaneously forging strong business sorties into Italy, India, Australia, Hong Kong, The Far East, South America and Benelux (among others).
Available in a Lite (50 calories per can) and Original (250ml calories) formats, this is a smooth flavoured energy drink that is pro-actively targeting a too often overlooked yet increasingly influential independent sector with a trusted track record nurturing hitherto unknown start-ups that historically play second fiddle to the major melts; pro-actively targeting independent vending operations, gyms, night clubs, food halls, garage forecourts, cafes & delis, online and wholesaler operations….) that benefit from meticulously nurturing their own category ‘hero’ brands.
According to Marion, ‘From Day we’ve set out to create an energy drink that tackled fatigue but without the overt and inane in-your-face imagery that surrounds so many of the industry stalwarts. A simple, no-nonsense energy drink with straightforward tackling tiredness agenda that appeals to more discriminating soft drink enthusiasts. No hype, no excruciating marketing fluff, just great taste meets enviable energy boost PLUS beneficial vitamins.’
As a fast-maturing category it makes perfect sense that there are thoughtful alternatives to the multitude of loud, image-over-substance Energy Drinks cluttering today’s chiller cabinets. Energy One is purpose-built for today’s increasingly fragmented yet demanding marketplace