Historically, energy drinks have been soda spiked with caffeine—there’s never been an illusion of a health halo; jitters, wings, and all, they are what they are. But now that consumers are more health-minded, energy drink brands are leaning into wellness tropes to get a slice of this market's pie: taking away sugar, extracting caffeine from plants like green tea, and adding functional nutrition claims. (You’ve seen them: “Added vitamin C for a bolstered immune system!” “Extra electrolytes for hydration!”)
"The [energy drink] aisle was starting to feel like a sea of sameness," says Ty Haney, the founder of Outdoor Voices. She’s diving into the functional energy beverage category with her just-launched venture, Joggy, which makes plant-based energy products and supplements with CBD. No longer.