Dive Brief:
- Monster Energy is likely to launch several new beverages in the near future, according to a report by a Wall Street analyst that has captured the attention of the drinks industry.
- The company has filed a trademark for the name "Ultra Sunrise," which will likely be the name of a new drink aimed at competing against Mountain Dew Kickstart, according to a report by Bonnie Herzog of Wells Fargo Securities.
- Herzog has also told customers that she expects Monster will debut low-caffeine and/or a caffeine-free product called Monster Unleaded in coming months.
Dive Insight:
In the energy-drink game, changes are afoot. The continuing bad press about health risks associated with the beverages, combined with the fact that the drinks are now perceived as part of a risk profile for unhealthy and troubled youth, suggests that something has to give.
But given the outrageously high growth rates already seen, and the promise of a $21 billion industry by 2017, energy drinks aren't about to disappear. Given that, any attempt to modify the levels of risky ingredients in these things, or to do what Sunny D is considering and sell "energy" drinks that don't contain caffeine or taurine, would be welcome news.