WakeUp® drink targets the US market

The “WakeUp Post-lunch Waker”® drink was announced the winner of the SupplySide West CPG Editors’ Choice Awards 2014 in the Energy Drink category.

Unlike other energy drinks, “WakeUp Post-lunch Waker” is a patented, safe and clinically tested beverage formulation with no added caffeine, chemicals or any stimulants that can impact heart rate or blood pressure. WakeUp drink is not a typical energy drink; rather it opens a revolutionary new product category, scientifically proven to overcome fatigue after lunchtime (known as “Post-Lunch Dip Syndrome”) embedded in everyone’s biological clock.

“The out-of-the box thinking displayed by the companies on the short list in each category made selecting just one winner a challenge for our editorial team,” said Heather Granato, vice president, content, in Informa’s Health & Nutrition Network. “We’re excited to celebrate their innovation and market vision as CPG industry leaders.”

“After we won the ‘Best Functional Drink’ award last year in Europe, we consider the CPG Editors’ Choice Award to be our ‘admission ticket’ to the US beverage market,” says Eli Faraggi, CEO of Inno-Bev and founder of “WakeUp post-lunch waker.” “Consumer awareness of an inner biological clock, and growing recognition of Post-Lunch Dip Syndrome as part of it, has increased dramatically, especially in fast-paced economies. WakeUp is uniquely positioned to address this rapidly growing tiredness crisis.

WakeUp is now actively seeking to partner in the U.S. with leading retail, Internet and MLM nutritional beverage brands. “We believe our innovative, scientifically-supported approach will revolutionize the American energy category,” adds Faraggi. “We should remember that children who grew up on caffeine energy drinks are now in their late 30s and still struggle to keep pace with the demands of home and work, all while maintaining an active, healthy life.”

Why are we always tired?

  • Physiology – the 24-hour circadian cycle is a natural biological process in which the body is controlled by a seven-hour cycle: fatigue, elevation, and peak again. About 7-8 hours after waking, our systems slow down and decrease their rhythms. Blood pressure decreases, blood glucose rises and we have a slight drop in body temperature.
  • Nutrition – Post-lunch dip occurs whether we eat or not. However, a heavy meal can increase the symptoms, especially if it is rich in carbohydrates.

WakeUp is backed up by strong research and provides a healthy, flavorful alternative to energy drinks in the market today. It designed to combat tiredness after lunch time. The Inno-Bev Ltd. business model offers different options for licensing the patented science and formulation.” By drinking just 100ml of WakeUp drink, you, your managers, and employees can improve performance and awareness without impact on your blood pressure,” notes Faraggi.

Protein Innovation

High interest in protein content and high-protein lines across the food and drinks market is continuing to develop, despite the fact that most European and North American consumers already get enough protein in their diets. This will be just one of the areas addressed by Innova Market Insights at its “Taste the Trend” Pavilion (Booth #3651) at the IFT Food Expo in New Orleans, June 21-24.

According to Innova Market Insights, the protein trend is driven by increasing health concerns – primarily weight management – plus the move of sports and performance products into the mainstream and targeted at the more generally active, rather than just athletes and sportsmen. Another trend on the rise is the Paleo diet, focusing on lean protein, while avoiding processed foods and sugars.

“The time is right for protein innovation,” says Lu Ann Williams, Director of Innovation at Innova Market Insights. Williams cites a number of drivers, including the need to feed a growing global population, an alarming rise in sarcopenia (declining muscle mass, particularly among an aging population), and the economic and environmental costs of existing protein sources. “Proteins have diverse application potential, with opportunities for alternative vegetarian options, and new protein sources – such as microalgae – alongside existing and novel dairy-based and vegetable sources, such as soy, beans and grains,” she adds.

Innova Market Insights data indicate that nearly 3% of global food and beverage launches in the 12 months ending 31 March, 2014, were marketed on a “high-protein” or “source-of-protein” positioning, rising to 6% in the US.

Demand for whey protein specifically is soaring as a result of growing demand in certain Asian markets, as well as its rising popularity as a natural, healthy ingredient, particularly in sports, medical and infant nutrition, and in weight management. While vegetables lead the list for the number of published protein patents in food and drinks, whey has risen from eighth position in 2012 to third position in 2013. At the same time, the number of nut and seed protein patents has also risen sharply, from single figures in 2012 to more than 200 in 2013. Even more exciting has been the strong activity in patent actions relating to algae-derived proteins.