Garden of Flavor, known for its probiotic-infused, cold-pressed juices, has launched a new sub-line of organic energy drinks. Dubbed “Cold-Pressed Energy,” the high pressure processed beverages are powered by 100 milligrams of caffeine sourced from guayusa, the naturally-caffeinated leaf native to the Amazon.
In a call with BevNET, Garden of Flavor founder Lisa Marie Reed said the idea behind the energy line came from her son’s travels in Ecuador. Reed’s son brought home a bag of guayusa, and she steeped some of the dried leaves in Garden of Flavor juice.
“I started thinking ‘What could be better than to get a full serving of cold-pressed, nutritious juice with your day’s energy?’” Reed said.
Garden of Flavor’s energy drinks will launch at Whole Foods in the coming weeks. Distributed by UNFI, the line comes in Aronia Berries, Wheatgrass, Turmeric + Ginger and Pear + Lemon varieties with a suggested retail price of $5.99 – $6.99 per 16 oz. bottle. Like most Garden of Flavor juices, the beverages are infused with probiotics.
Earlier this month the company embarked on a sampling tour for the energy line at Whole Foods stores along the East Coast. Reed says the product has been well received, particularly by existing energy drink consumers who are looking for healthier alternatives to traditional energy drinks.
“People now know how corrosive many of these energy drinks are,” Reed added. “So this product is attracting a whole new category of consumer to the brand.”
Guayusa is an increasingly used source of caffeine for a natural beverage brands. In addition to Runa, which launched the first ready-to-drink guayusa-based beverage in 2012, companies including Purity Organic, Mamma Chia and Red Jacket Orchards have developed guayusa-infused products.
In November Garden of Flavor, added a new variety to its core line of cold-pressed juices: The Grasshopper, which contains wheatgrass, dark leafy greens, pineapple and 10 grams of plant-based protein per bottle.