New Energy Drinks Introduced

NEW YORK -- The beverage market is being flooded with new beverages that claim to provide an energy lift and weight loss, according to Datamonitor's Productscan Online database of new products. Ardea Beverage has launched Renew Nutrasoda, a canned energy drink that claims to help slow down the absorption of sugar to help curb hunger, thus aiding weight loss. Available in watermelon and blueberry flavors, the beverage offers similar benefits to Enviga, a product introduced under a joint venture between Coca-Cola and Nestlé. Enviga is a green tea that is said to aid weight loss by speeding up the body‘s metabolism. Another new energy drink is the Jugo variety of BooKoo Energy Drink, touted as being one of the highest-juice-content energy drinks on the market, containing 99% juice. Made with antioxidant-rich fruits such as papaya, white grape, orange, guava and passion fruit, the drink is positioned to be consumed in the morning or evening. Meanwhile, Butte Creek Brewing Co. has introduced Mateveza Yerba Mate Ale, which contains yerba mate, a South American plant that is said to be high in caffeine, but which has a mild taste due to the presence of theobromine, described as a mild, long-lasting stimulant. A controversial new brand is Meth Coffee, marketed as a high-caffeine beverage that provides an intense buzz and a cocoa-tobacco finish. The "meth" branding could generate a storm of publicity for the product, according to Productscan.