More and Less

Energy drinks continue to grow, with recent estimates indicating 2010 sales of over $5 billion. To stand out from the crowd, manufacturers are trying new approaches, and in this stimulating category, removing a key stimulant may prove key for one company.

Hydrive Energy has added Hydrive Decaf, a caffeine-free energy drink featuring B vitamins (3, 5, 6 and 12), D-Ribose and choline. The 30-calorie drink is also free of taurine.

However, for consumers needing an extra caffeine punch, the company is also introducing Hydrive Extra Strength, with 195mg of caffeine, which the company claims is 20% more than leading energy drinks. pf

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