Energy drinks started as a niche product in the late 1990s and have grown into a multibillion dollar industry. An April 2010 article in "Comprehensive Reviews in Food Science and Food Safety" showed that Americans spent $7.6 billion on functional beverages -- such as sports drinks and energy drinks --in 2008, of which $4.78 billion, or 63 percent, was spent on energy drinks. Amp, produced by PepsiCo, is one of the five best selling energy drinks in a marketplace expected to grow more than 160 percent by 2012.
Niche
Amp was introduced in 2001 as a sister product of Pepsi's Mountain Dew brand in order to build market share against competitors such as Red Bull and Monster. According to a January 2008 article in "Brandweek," PepsiCo had begun putting distance between the brands as energy drinks gained more traction with consumers and found a niche with 18- to 34-year-old males.
Size
The article in "Comprehensive Reviews in Food Science and Food Safety" showed that Amp held a 3.6 percent share of the energy drink market. PepsiCo's primary competitor, Coca-Cola Companies, is in fourth with a 6.9 percent market share. Red Bull's 42.6 percent segment of the market makes it the best selling energy drink.
Types
PepsiCo manufactures nine canned energy drinks, two Energy Juice products and a chewing gum. Its flagship energy drinks, which marry B vitamins, taurine, ginseng and guarana, is available in both a regular and sugar-free variety. Amp Overdrive, which is cherry flavored, incorporates yerba mate for a quicker energy. Other flavors claim to boost electrolytes with potassium, improve mental acuity with L-theanine and extend stamina with malodextrin and D-ribose. Amp Lightning includes B vitamins, taurine, ginseng, and L-carnitine for a short-term boost. A green tea flavor uses antioxidants and other compounds to benefit the body.
Identification
Brandweek reported that PepsiCo had identified Amp as a "superbrand" and would back it with significant promotional and marketing funds. PepsiCo signed a sponsorship agreement with NASCAR driver Dale Earnhardt Jr. and Hendrick Motorsports in 2008. Amp is the primary sponsor of Earnhardt's Sprint Cup racing team. It also sponsors snowboarders Mason Aguirre, Hannah Teter, Keir Dillon and Kevin Pearce, as well as the World Extreme Cagefighting mixed martial arts series.
Nutrition
Amp's nine canned beverages come in 16-ounce containers. Six of the nine drinks have sugar and contain 220 calories and 58 grams of sugars. The sugar-free varieties have 10 calories or less. All but the regular variety have 100 percent or more of your daily niacin, pantothenic acid and riboflavin intake per 8 oz. serving.
Member Comments