The quest for “clean energy”: RUNA challenges conventional energy drinks, reveals US distribution roll out

02 Apr 2019 --- RUNA Clean Energy – an organic energy drink made from the Guayusa leaf – is now distributed by Keurig Dr Pepper and other regional distributor partners. RUNA contains 150mg of natural caffeine from a single source and comes in a range of sweetened and zero-calorie, zero-sugar variants. It was recently acquired by All Market Inc., (AMI), the parent company of Vita Coco.

There has been a notable rise of natural energy drinks on the market as consumers are increasingly moving away from caffeine and taurine-based beverages, with soft drinks giant Coca-Cola entering the market this week, as Coca-Cola Energy debuts in several European markets. This is backed up by RUNA which notes how the energy drink market is “ripe for disruption” from a natural-positioned brand. RUNA contains 150mg of natural caffeine from a single source and comes in a range of sweetened and zero-calorie, zero-sugar variants.

According to Innova Market Insights, energy drinks is now the smallest of the ten soft drinks subcategories in terms of NPD, with just 2 percent of the H1 2018 total. Numbers have fallen fairly consistently over the past five years. They now stand at less than half the 2013 level, reflecting limited innovation opportunities in a saturated market dominated by a number of very large multinational brands. Concerns over caffeine, taurine and sugar content have also inhibited developments.

Notably, this week The Coca-Cola Company unveiled its first ever energy drink which contains caffeine from naturally-derived sources, guarana extracts, B vitamins and contains no taurine. Coca-Cola Energy will debut this week in Spain and Hungary before a potential roll-out to other markets. A no-sugar, no-calorie option will also available, with both versions offered in 250ml cans.

Where category sales from natural and premium-positioned products are 7 percent and 4 percent in RTD coffee/tea and sports drinks respectively, they represent only 1 percent in energy drinks, RUNA notes. As consumers look to offerings that are plant-based, lower in sugar, and have more natural ingredients, the company is primed to challenge conventional energy drinks such as Red Bull and Monster.

RUNA had previously been predominantly available in natural and specialty stores. The roll out through KDP markets follows successful results of a limited roll out in New York and California. 

“RUNA is a great product with a diehard following, and we’re confident that the brand can be a real challenger to conventional energy drinks. Through a very strong partnership with DPS and now KDP, we’ve built Vita Coco into one of the largest “better-for-you” beverage brands in the country. We're thrilled to continue our partnership with KDP as we build RUNA into the number one natural energy drink,” says Michael Kirban, Co-Founder of All Market Inc.

Challenging environment?
Linked to headaches and hyperactivity, among other health issues, the sale of caffeinated drinks, which are often also high in sugar, is coming under increased scrutiny. Even though new launches may utilize natural energy sources, public perception of energy drinks may still, arguably, be somewhat cautious.

Both the South Korean and British governments recently announced their resolve to curb the availability of such beverages to children, in an attempt to “protect children from products that are damaging to their health and education.” 

The UK government, for example, announced in August 2018 that it is seeking views from the public on ending the sale of energy drinks to children and young people.

However, with busy lifestyles informing the nutrition choices of many consumers, there could be ample room for energy drinks and opportunities for further NPD, that can tap into trends towards healthfulness, naturalness and clean label.