Symrise and KitchenTown Berlin deliver sustainable energy drink Holy Energy targeting gamers

29 Sep 2021 --- Symrise with KitchenTown Berlin, is honing in on natural flavors with a new sustainable energy drink launch, Holy Energy, targeted at gamers. 

Today, many consumers highly value transparency and authenticity in the wide variety of natural food and ingredients available to them. 

Market research shows that consumers worldwide generally want to know what all product categories of their food and beverages contain, how farmers grow the agricultural raw materials, and how they affect the planet. 

This has recently also been the case for consumers of energy-boosting drinks, outlines Symrise. 

Start-up company Holy Energy is being backed by Symrise and has taken up the challenge of developing this kind of drink with a natural energy booster.  

Holy Energy and Symrise have developed an energy drink with a natural, authentic taste.Symrise and Holy Energy have developed a beverage “gaming booster” with natural fruit flavors and coloring. It comes with a very low sugar content (0.1 gr/100 ml) and no taurine or fillers.

A question of taste
The founders of Holy Energy, Frederick Jost, Mathias Horsch and Phillip Nass, started working on developing the product last year. 

The team screened and filtered a wide range of ideas and translated them into the final product. Symrise, with its expertise in balancing taste in low-sugar-beverages or those that enhance well-being, helped make the product taste good naturally.

Daniel Balke, application technologist in product development at Symrise, wanted to use creative flavors to promote the launch of the product on the market. 

He combined familiar flavors with new, hip tastes and came up with three flavors with exotic combinations. Raspberry-yuzu, citrus-calamansi and pineapple-passion fruit are expected to suit the gamers’ tastes.

A mindful energy boost
Caffeine typically provides the boost in energy drinks, as it does in Holy Energy. 

One serving of the drink contains as much caffeine as two cups of coffee, which equals less than the daily caffeine intake of most consumers. 

At the same time, consumers are increasingly paying attention to their health and well-being and want to know where the caffeine comes from. 

The start-up founders have incorporated this thought in their product development and recommend that their customers consume mindfully.

The start-up puts caffeine into the product by means of the specially developed NewCaff. 

The patented, microencapsulated caffeine releases slowly in the body over about four hours, leading to a steady caffeine boost. Green tea extract combined with L-theanin provides the full effect. Symrise and Holy Energy have developed a beverage “gaming booster” with natural fruit flavors and coloring.

This has proven to counteract potential side effects of caffeine, such as nervousness. The booster contains vitamins that promote additional well-being.

Clean gaming booster
Gaming boosters fall into the category of nutritional supplements designed to help online and computer games players reach their full potential. 

Many of the well-known boosters contain ingredients with a questionable reputation for the long-term well-being of consumers. 

The founders of the Holy Energy company thus wanted to create a sustainable and functional alternative to conventional gaming boosters.

Edited by Elizabeth Green

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