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Page seven Popular summer tastes in Sweden
Page six Yogurt designed to battle US bulge
Issue 183
energy drinks/packaging
United Kingdom
Changing attitudes, naturally Energizer Brands, producer of the drink Attitude, a natural energy beverage, has completed the reformulation of its flagship product as well as announced its relaunch in an eco-friendly can. Attitude was first launched in the UK in September 2008 (see Issue 154), positioned as a healthy, wholesome and natural alternative to energy drinks. Since then, the company has been concentrating on building distribution and sales whilst also searching for ways to improve its formulation in line with Energizer Brands' desire to provide natural functionality through an environmentally-friendly medium.
pick-me-up and even young people. The reformulated version of Attitude has been available for purchase since 22 November 2009 and is available not only in the UK but also in France, Ireland, Slovenia, Spain and the Netherlands.The markets of Greece and the Far East are soon to be added to the distribution network, beginning with a launch in Hong Kong and Malaysia. Alongside the reformulation changes, Energizer Brands continued to collaborate with its can supplier Rexam, which developed what is currently viewed as the world's thinnest can with a thickness of just 25mm, thinner than a strand of hair. According to Rexam, the new can is more efficient on several fronts: it cuts down on dead space between crates; weighs less that steel cans; decreases the energy needed during transport; and can be chilled in as quickly as 100 seconds, without compromising strength. This is not the only occasion where Attitude has premiered a packaging innovation by Rexam. Upon its initial unveiling, the drink was reportedly the first to feature the packaging giant's latest printing technology, in the form of a 5-colour printed end on two piece beverage cans.
In its quest for development, the firm reportedly came across a rare herbal adaptogen called rhodiola rosea, capable of providing the energising effect of yerba maté but without the caffeine, and promptly applied for a patent on a new formula featuring this ingredient. As a result, Attitude became the first natural energy drink without caffeine or taurine, according to the company. Page four Quickly slowing down the UK
Page five Seasonal action in Germany
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Rhodiola rosea extract is believed to sustain energy levels without the peaks and troughs associated with caffeine consumption. This, in addition to Attitude's already healthy credentials, has helped broaden the drink's appeal to a wider audience which now spans sportspeople, those intolerant to caffeine or with diabetes, consumers simply looking for a healthy
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nutraceutical
28 April 2010
In terms of marketing, Energizer Brands affiliated with the Make a Wish Foundation and sponsored the Notting Hill Carnival in 2009, in line with its aim to inspire positive socialenvironmental attitudes and reverse negative ones. In the UK, Attitude retails for between £1-£1.29 and can be found at Waitrose, Holland and Barrett, John Lewis and through independent retailers. In France, the drink is sold in Monop, Bon Marché and Collette stores and soon will be available in in 84 El Corte Inglés stores in Spain. www.attitudedrink.com X
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