Growing at 10% per annum since 2007 the functional beverage market is oversaturated and consumers are confused. Alberto Ingber Energizer Brands Co-founder claims: “With 50% of purchases being made spontaneously, consumer's loyalty is dwindling and brands who wish to prosper must fortify their USP's.”
THE NATURAL PIONEER
Energizer Brands have created the world's first natural, func¬tional energy drink, made with low G.I. sugar and no caffeine or tau¬rine: attitude drink. Pioneering a new soft drinks category: completely natural, functional beverages, they are also looking to inspire positive social-environmental attitudes, hence their namesake! Their affiliation with the Make a Wish Foundation and sponsorship of the Notting Hill Carnival in 2009, signals the beginning of a deep investment in charities and events that promote their mission statement of reversing negative attitudes. Alberto adds: “Energizer Brands is dissolving the “energy drink” stereotype with attitude™ drink, becoming the perfect ambassador to lead the sector in a healthier, more ethical direction.”
GROUND BREAKING FORMULA
attitude drink contains half the RDA of vitamins, 500mg of Rhodiola Rosea root and 500mg of L-Carnitine. These ingre¬dients help increase mental alertness, reduce stress and improve mood, by “optimizing serotonin and dopamine levels”. Five years of testing, clinical trials and University research has developed the unique 100% natural, 99 calorie, vegan and diabetic friendly formula. The natural adaptogen: Rhodiola is the caffeine substitute and Swedish-Soviet research has verified its ability to reju¬venate energy stores, with¬out over stimulation. Excluding; caffeine, synthetic preservatives like citric & ascorbic acid, and animal extracts like taurine, attitude drink has differentiated itself from the competition. Alberto concludes “attitude drink holds unrivaled proprietary of the newly established, 100% natural, functional drinks cat¬egory.”
SALES ROCKET
Retailing at £1-1.29, attitude drink is targeted at 16 to 40-year-olds, who lead healthy, active lifestyles, thus caters for consumers from the sports and nutritional markets. Their sales portfolio has experienced healthy growth; quickly appearing in 85% of independent UK retailers, including Holland and Barrett, Waitrose and John Lewis. attitude drink is showing promise abroad too; launching in three of France's largest retailers; Monop, Bon Marche and Collette, despite the com¬petitive 6.9% . compound-annual-growth rate. attitude drink has also just entered Spain, shortly to be stocked in 84 El Corte Ingles stores. This early success demon¬strates the potential of the brand and the tenacity of the team behind it.
Copyright © 2010 Energizer Brands.
Key brands
attitude™ drink - Sleek can 330ml
attitude™ drink - Fusion bottle 330ml
attitude™ drink
Energizer brands Company
Albion mills
18 east Tenter Street
London – E18DN
[email protected]
www.attitudedrink.com
www.energizerbrands.com
Key contacts:
Alberto Ingber
Head of Commercial & SC
[email protected]
Shahriar Roberto
Head of off trade
[email protected]
Elliott Eaton
Press/ Communications
[email protected][/AUTHOR]
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