Coffee and soda are two of the most popular beverages in the world, and yet when Pepsi tried to combine the two the experiment just didn't seem to take off.
Dive Brief:
Caffeine may help burn more fat during exercise, according to a new study in the Journal of the International Society of Sports Nutrition, especially during afternoon exercise. The triple-blind study used caffeine dissolved in water so that the participants were unaware of what they were ingesting.
Study participants were given either caffeine or a placebo before exercise. Some exercised in the morning while others exercised in the afternoon after 4 p.m. Those who worked out in the afternoon with caffeine burned fat at a 29% higher rate than those who had a placebo.
Several major CPG companies like PepsiCo s recent Mtn Dew energy drink launch have increased the caffeine intake in their products recently as the pandemic has boosted consumer demand for the energy boost. According to a study from the International Food Information Council, 28% of respondents are drinking more caffeinated beverages in 2020.
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Those challenges were clear when PepsiCo bought the brand.
At the time of the sale, Rockstar s share of the energy-drink market stood at about 8%, down from 18% in 2006, according to analysts at Jefferies. Rivals Monster Energy and Bang, which walked away from a distribution agreement with Pepsi last year, gained the most market share during that period, the analysts wrote. The entire energy drink industry is worth over $14 billion, according to Mintel.
Rockstar s new campaign focuses on what Torres calls the hustle mentality, a theme that she said applies to consumers pursuing a passion as well as people going through hard times.