![]() Likewise, the stock of beverage company Monster Energy has increased 31% in the past year.īut there are concerns that drinks being pitched as healthy are resulting in children and teenagers consuming caffeine in unhealthy amounts. Shares of Celsius have shot up to $144 a share from $69 a year ago. At that ferocious pace, revenues could cross $1 billion this year, increasing from $314 million just two years ago. In May, Celsius said revenues were $260 million in the first quarter of this year, double what they were a year earlier. Last year, PepsiCo paid $550 million for an 8.5% stake in Celsius. ![]() ![]() This new focus has helped the energy drink market grow, with sales in the United States surging to $19 billion from $12 billion over the last five years, according to Circana, a market research firm. This year, Gatorade released Fast Twitch, a sugar-free beverage in flavors like Strawberry Watermelon and Cool Blue - with caffeine levels equivalent to more than two cups of coffee. “They’re going for the healthy image.”Įven Gatorade, which has long marketed beverages to athletes hoping to replenish lost fluids or electrolytes after strenuous exercise, is jumping into the caffeine arms race. He added that energy drink consumption had increased partly because of the decadeslong move away from sugary soda. “All of them are zero sugar or zero calories,” said Jim Watson, a beverage analyst at Rabobank, a bank based in the Netherlands with a focus on food and agriculture. Sign up for The Morning newsletter from the New York Times
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