Industry — innovative flavors

Energy drinks brands look to organic ingredients and innovative flavors to tide over difficult times, says GlobalData Ever more under fire, energy drinks have been linked to a handful of medical conditions and health concerns. The resulting media scrutiny has slowed down the growth of the category. As a result, some of the brands are coming up with innovative launches featuring organic ingredients and innovative flavors to avoid consumer backlash and tide over the difficult times, says leading data and analytics company GlobalData.   For some time energy drinks have been associated with childhood behavioral problems and obesity. In response, some...