Trade Press: Retail Times (8th June 2022)
Retail Times

Retail Times is yet another leading voice within the UK’s blossoming food & drink scene.


 

This July sees high-caffeine power drink Energy One launch in the UK as a non-metallic tasting energy drink alternative with a clear millennial audience mandate.

For now the cult of fast-acting energy drinks certainly shows no sign of abating with category sales remaining buoyant even at a time when the wider soft drinks category (-16%) and especially sports drinks (-8.4%) struggling to replicate the staunch popularity and traction enjoyed pre-Lockdown.

Whilst sports drinks’ demise can be linked back to temporary gym closures and the unpopular pause in team sports at the very height of Lockdown, the wider decline of generic soft drinks is probably a by-product of a growing appetite for foods and drinks with added functional benefits (beneficial vitamins and minerals…).

 

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