ED Green Light is an energy drink with a brand new taste and a brand new colour. It’s flavoured with green fruits and exotic Goji berries. And it’s a genuinely light drink with only 8 kcal per 100 ml.
The energy drink market has been growing rapidly. In 2007, the market grew 44% in volume and 35% in value. There are already about two dozen brands on the market. Measured in volume, ED is the market leader with a share of no less than 33%.
“Consumers primarily use energy drinks as an alternative pick-me-up to hot drinks. People are seeking a pick-me-up and a source of energy to keep them going in a variety of situations. There’s a notable rise in energy drink consumption as the summer holidays come to an end and students return to their desks,” says Sini Orkola, Hartwall’s Brand Manager for speciality drinks.
In consumer tests, people have been thrilled with the new ED Green Light taste: a blend of green fruits and berries, such as apple and Goji berries. The Goji berry – also known as the wolfberry – originates in the Himalayas and has been used in Asia for centuries.
The ED product family includes four flavours: traditional, Lemon Light, Redberry and now Green Light. All EDs provide both a mental and physical pick-me-up with the aid of familiar active ingredients: caffeine, taurine, gurana and several B-vitamins.
ED Green Light comes in 0.5-litre recyclable plastic bottles. It is sweetened with fructose and aspartame.
Energy drinks are not recommended for children, pregnant women, or those who are sensitive to caffeine. Due to their high caffeine content, the recommended maximum intake is two bottles per day.
For additional information, contact:
Hartwall Ltd, Brand Manager Sini Orkola, sini.orkola@hartwall.fi, tel. +358 20 717 2022, or External Communications Manager Tuija Kleimola, tuija.kleimola@hartwall.fi, tel. +358 20 717 2595.