Beyond the 3 p.m. chocolate pick-me-up, consumers are turning to nutraceutical ingredients that deliver that energy-boosting kick.
Chocolate-covered coffee beans were perhaps one of the first confectionery items to help deliver a tasty rush of caffeine. While they’re certainly still available, companies have taken the idea to the next level. GoGo Beans, from How Do You Take Your Coffee, start with roasted coffee beans, which are coated in cocoa and enrobed in a candy shell that includes caffeine, ginseng, taurine and B vitamins.
Chews and mints are more standard confectionery formats that have penetrated the energy category, with most incorporating caffeine, taurine and B vitamins. The mint offerings include Jones Activated Energy Boosters and Foosh Energy Mints; chews include Buzz Bites in chocolate flavors, MadDog Energy Chews with chocolate or fruit flavor profiles, and KickBrix, formulated with Citrus or Berry flavors, like an amped-up Starburst.
Mass-marketers have even gotten into the groove. In 2008, Mars released the limited edition Snickers Charged, taking its standard Snickers bar and adding caffeine and taurine. And Nestle, the owner of PowerBar, offered the limited edition Butterfinger Buzz bar in early 2009, which included 80 mg of caffeine. Consumers can even check out the Maxxed Energy Pops from Charms, which are slightly larger than a Blow Pop with 40 mg caffeine.