effect® expands its portfolio with the product line “FORCE ENERGY”. In addition to the vitamins B12 and B6, the line also contains the new US trend ingredient BCAA, which is a branched-chain amino acid. With these new product effect® enters the booming next generation of Energy Drinks. The worldwide market of BCAA products can already register a turnover of more than one billion Euro.
effect® FORCE ENERGY plus BCAA is a functional drink enriched with amino acids (BCAA) and vitamins. For the market launch effect® FORCE ENERGY is available in 0.5-litre cans in four carbonated flavours – PERFORMANCE Super Berry, SHREDDED Cola Crush, XPLODE Tropical Blast, RIPPED Pear Boost. All products are sugar-free and calorie-free by sweetening with sucralose and acesulfame K. The new varieties are also vegan, fat- and carbohydrate-free.
BCAA stands for Branched Chain Amino Acid. BCAA are three essential amino acids: Leucine, Valine and Isoleucine. They are considered to be energy providers and are mainly used in the area of strength and endurance sports, but also to support diets and for rapid recovery after illness. This is because the amino acids are not produced independently by the human body and therefore need to be supplied through food. BCAA is said to increase the release of insulin, which transports glucose into the muscle cells and releases energy there.
A quality feature of BCAA drinks is the ratio of the amino acid composition and the amount of amino acids. All effect® FORCE ENERGY varieties contain 2500 mg BCAA per 0.5-litre can in an optimum mixing ratio of 2:1:1 – 50 percent leucine, 25 percent valine and 25 percent isoleucine. Compared with the competition, this increased amount of BCAA represents a quality advantage over the lower recommended prizing of the new effect® range.
The four flavours of effect® FORCE ENERGY will be available from April/May. The products will be perfectly placed in the food retail trade within the energy drink segment.
The can design is based on the familiar effect® design with its 15 red dots. In the BCAA range, the dots connect organically and are intended to recall the branched-chain, essential amino acids.