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Energy drink brands often associate themselves with video games and online celebrities, and are also promoted by influencers on platforms like Twitch, where 70% of the viewers are ages 18-34.
The company launched its first carbonated pre-workout energy drink in 2018, called C4 On The Go Carbonated. [10] In 2021, Cellucor partnered with Mars Incorporated to bring flavors based on Starburst and Skittles to the C4 line. [11] [12] In March 2022, C4 became the official energy drink of SXSW. [13]
A functional beverage is a conventional liquid food marketed to highlight specific product ingredients or supposed health effects. [1] [2]Beverages marketed as "functional" include dairy drinks, sports and performance drinks, energy drinks, ready-to-drink teas, kombucha, "smart" drinks, fortified fruit drinks, plant milks, and enhanced water.
Energy drinks have the effects of caffeine and sugar, but there is little or no evidence that the wide variety of other ingredients have any effect. [3] Most effects of energy drinks on cognitive performance, such as increased attention and reaction speed, are primarily due to the presence of caffeine. [4]
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The Hershey Company has struck a deal with C4 Energy to bring a line-up of protein powders and energy drinks with flavors based on its in popular candy flavors.
Smart drink ingredients often include substances such as DL-phenylalanine or L-phenylalanine, L-tyrosine, choline (trimethylaminoethanol), pyroglutamic acid, B vitamins, glucuronolactone, and DMAE (dimethylaminoethanol). These amino acids were claimed to have positive or enhanced effects on alertness, stress resistance and energy levels.
Explosive Flavor. For a long time, it felt like there were maybe three energy drink brands. Today, there are more than you can count, and one of the most explosive entries into the energy drinks ...