[MONDAY MINUTE] Death of Traditional Energy Drinks? | "Hybrid Hydration" Beverage Trend

Is it just me or have you also noticed a growing amount of energy being placed on the creation of "lower caffeine, higher electrolyte" beverages? Are we experiencing an accelerated convergence of the energy and sports drink categories? Driven by consumer demand for beverages that offer both functional hydration benefits and an energy boost, the blurring lines are set to drive further market growth and innovative product iterations. But in hopes of bringing more attention to the optionality within this beverage trend, here are three unique examples for consideration. Firstly, Cadence RACE Energy Hydration Drink includes the brand’s core electrolyte blend, but also an evidence-based 1:2 ratio of caffeine & l-theanine to sharpen focus (and fight fatigue). Next, podcaster Alex Cooper packed Unwell Hydration with 700mg of electrolytes, along with a gentle dose of 75mg of natural caffeine. Finally, Huxley puts an all-natural spin on the blurring beverage category…including 90mg of plant-based caffeine from upcycled Cascara Superfruit.