Symrise provides natural flavours for Holy Energy drink

Daniel Balke, Application Technologist in product development at Symrise, wanted to use 'creative' flavours to promote the launch of the product

Symrise and Holy Energy have developed a beverage gaming booster with natural fruit flavours and colouring. The drink's sugar content is 0.1 gr/100 ml and it features no taurine or fillers.

Holy Energy started work on the development of the product last year. A joint process with the Symrise beverage development team reportedly helped accelerate the product development, despite COVID-19 conditions. The team screened and filtered a wide range of ideas and quickly translated them into the final product. Symrise brought its experience balancing taste in low-sugar-beverages or those that enhance well-being, helping improve the product's taste naturally.

“Looking back, our collaboration with Symrise turned out as one of the best decisions in Holy’s short existence. We very much appreciate the expertise, motivation and agility of the Symrise development and sales team. It enabled us to set new standards in the powdered energy drink category. We thank the Symrise team for their confidence in us,” said Frederick Jost, co-founder of Holy Energy.

Daniel Balke, Application Technologist in product development at Symrise, wanted to use 'creative' flavours to promote the launch of the product. He came up with three flavour combinations designed to suit consumer tastes: raspberry yuzu, citrus calamansi and pineapple passion fruit.

Caffeine typically provides the boost in energy drinks, as is the case in Holy Energy. One serving of the drink contains as much caffeine as two cups of coffee, the company says, which equals less than the daily caffeine intake of most consumers.

The startup incorporates caffeine into the product using a specially developed technology called NewCaff. The patented, microencapsulated caffeine is designed to release slowly in the body over about four hours, leading to a steady caffeine boost. Green tea extract combined with L-theanin provides the full effect. The company claims this enables the drink to counteract potential side effects of caffeine, such as nervousness. The booster also contains vitamins which promote additional well-being.

The startup delivers the powder for its dried beverage with a reusable shaker. Symrise has also provided the startup support for this, as sustainability is important for both companies. The company has set up an online shop and plans to expand distribution and to continue developing products in other categories as well.

Symrise recently created its code of nature platform, designed to support its customers in their challenges surrounding natural product solutions. The platform takes consumer trends and connects the insights with responsibly and sustainably sourced ingredients, regulatory advice and the company's scientific tradition to help develop natural taste ingredients.

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