Wandering through the halls of the 2014 Natural Product West Expo, I was looking for something to grab my attention. With over 45,000 booths of products all chasing the same consumer trends ("natural", "gluten-free", "non-GMO", "Vegan") I was looking for something unusual. As a food scientist, I love reading labels, especially when it comes to anything caffeinated or supposedly ergogenic. Unexpectedly, it was one of the simplest products that captivated me most: water, caffeinated.
Like stumbling across an Oxygen Bar, this is one of those products that makes you slap your head and say, "Why didn't I think of that?!?" However, with something as strong and bitter as caffeine and something as clear and tasteless as water, merging the two isn't as easy as one would imagine. There's more to this product than meets the eye.
5 Questions with Norman E. Snyder, President & CEO of Avitae USA, LLC
GEG: What does "Avitae" mean and how would you personify the brand?
NS:
Avitae is a combination of two words: “agua” - which is Spanish for
water and “vitae” - latin for life. Together avitae means water for
life. Avitae is a lifestyle brand that embraces the water for life
concept as it provides both hydration and energy.
GEG:
For these caffeinated waters, the source of caffeine is green coffee
beans. During initial product development, how difficult was it to
maintain water's transparency so the finished product is as clear as
pure water?
NS: The
transparency issue was not that difficult. We have great quality control
systems that ensure the product is as clear as water.
 |
| "Energy Kick" with 45 mg caffeine |
GEG:
These products are basically just water with some caffeine and a little
bit of citric acid, no added sugars or flavors. Since caffeine can
impart some bitter notes, what were some of the challenges with
optimizing the taste?
NS:
You’re right, it is a challenge to mask the bitter taste, and that is
where the citric acid comes into play. It imparts a mildly fruity note
that offsets the bitterness and in many cases most consumers cannot
detect it. The most prevalent consumer reaction that we receive is that
“It has no taste!” Based upon this response, I believe that we were
successful masking the bitterness.
 |
| "Energy Boost" with 90 mg caffeine |
GEG: Can we expect a carbonated version of this product - why or why not?
NS:
You may. Caffeine is not impacted by carbonation (e.g. cola). We will
wait to see what consumers demand and then decide whether to produce it.
We are going to first introduce flavors and evaluate the consumer
response before evaluating carbonation.
 |
| "Energy Blast" with 125 mg caffeine |
GEG:
Who is the ideal consumer? Who was this product designed for and are
there any groups of people that aren't the ideal consumer?
NS:
The ideal consumer is someone that leads an active and healthy
lifestyle and that values all-natural, low-calorie beverages. They are
also consumers of caffeine but do not want all the ancillary supplements
that add little to no value and, in fact, may present an adverse health
impact. Our consumption occasion is from “the second cup of coffee up
to point of sweat during a workout”. Essentially, that really means
consumption throughout the day. We want to reinvent how consumers get
that instant-go, pick-me-up to start the workday, a key meeting,
important game, work out or anytime lift. Caffeine use in moderation
(400-600 milligrams daily) has positive health benefits. There have been
a lot of studies done that support this, and we believe we produce the
best product to deliver caffeine in the healthiest form.
Read more about Avitae!
Visit the website: Go Avitae!BevNet Expo West Gallery and Reviews: Expo West 2014
Food Digital article: Avitae Review
.
Bottom Line and Points to Remember
Great for those seeking a simple delivery of caffeine that's portable, resealable, and not as likely to go flat in a hot car, Avitae's line of caffeinated waters are healthy and effective alternatives to the typical energy drink.Since caffeine affects people in different ways, pick the caffeine level that suits you best: 45 milligrams, 90 milligrams or 125 milligrams.
Remember, according to the 5 Levels of Fatigue, Level 1 is dehydration. To limit caffeine dependency and overuse, make sure to try plain water before relying on caffeine to perk you up. Healthy adults should not exceed 400 mg caffeine per day but minors, pregnant/nursing women and those sensitive to caffeine all have different recommendations for caffeine intake maximums. [See intake outline in previous post]
Read more about the 5 Levels of Fatigue and learn how Biological Sensitivity and Consumption Specifics impact the effects of caffeine - Are You a Monster or a Rock Star: A Guide to Energy Drinks -- How They Work, Why They Work, How to Use Them Safely (available through iTunes, Amazon, Barnes & Noble and more)
Visit/Like the Facebook Page: Energy Drink Guide
Follow @GreenEyedGuide on Twitter
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