Cadbury aims to Boost energy bar market

September 20^th 2002 - Cadbury Schweppes is making its first European foray into the energy bar market with the launch of Boost Guarana, described as the UK’s first mainstream chocolate bar designed to stimulate mental energy by increasing attention span and alertness. The company already markets energy bars in Australia and New Zealand.

Beverages and chocolate confectionery giant Cadbury is tilting at the consumer demand for energy products reflected by the success of the UK's £750 million ($1.11 billion/EUR 1.2 billion) energy drinks market - a market which barely existed before the debut of Red Bull back in 1995.

Boost Guarana is claimed to match and in some instances outperform energy drinks.

Boost Guarana is described by Cadbury as matching leading energy drinks in its stimulant properties and in terms of physical response the company claims that it delivers a longer lasting effect.

Cadbury says that data from reports of Cognitive Assessment Testing Countlines with Added Glucose and Guarana, conducted in January and April 2002 by Reading Scientific Services Limited in association with Cognitive Drug Research Limited, proved that consumption of Guarana Boost leads to:

• increased motor response
• maintain accuracy
• improved attention
• improved self-rated alertness
• maintain concentration

Boost Guarana is aimed primarily at 16-30 year old males. Comments Tony Bilsborough of Cadbury: "The 80s were dominated by ‘cash hungry’; the 90s by ‘time hungry’. The 00s will be about ‘energy hungry’ – and Boost Guarana is a major development to satisfy that need - a fast, delicious, long lasting, mental and physical energy hit".

One bar of Boost Guarana contains 54mg of caffeine, which is similar to a cup of coffee, although tests have shown, says Cadbury, that it improves concentration and focus over a longer period than coffee. There is on-pack advice to help consumers make an informed choice.

Weighing 60.5g, and retailing at 39p - a 25% premium to a "regular" product such as a Mars or Snickers bar, Guarana Boost will be distributed nationally.

A further variant, Boost Glucose, for physical fuel, is also launched today.

GLOBAL ENERGY FOCUS?

Energy looks like a major benefit focus for the Cadbury Schweppes group internationally. Last year the company launched its first guarana-laced "chocolate bar with horns", called Viking, in Australia and New Zealand (see illustration).

Viking encountered some fierce criticism at first. At issue was a warning label printed on the packaging which cautioned that Viking is not suitable for children under the age of fifteen, diabetics, pregnant or lactating women or people sensitive to caffeine.

Diabetes and schools called for the bar to be banned.

However, a year later Viking is said by industry sources to still be performing well in the market.

In the U.S., Cadbury Schweppes’ (CS) markets the energy drink Venom, a brand of its Snapple division's Elements Beverage Company business.

Venom, which was first launched on America’s West Coast in June 2001, is described as an "energy supplement". Packaged in 8oz silver cans, the drink contains taurine, yerba maté, bee pollen, Siberian ginseng, guarana, vitamins B2, B6, B12, Niacin, Pantothenic Acid and caffeine.

The formulation also utilizes a "cooling agent", so consumers "will feel it on the back of their throats right after they drink it". Venom is also available over the Internet, in a 12-pack, from CstoreWarehouse.com who were advertising it as a drink with "Instant BITE... Their unique product formula delivers a minty-mouthfeel sensation after consumption that you feel in the back of the throat!"