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.

US – Mother sues Monster Energy for her child’s death

The alert around energy drinks caffeine content is already high, but the following news enlightens again the problem.

Paula Morris, mother of Alex Morris (19), dead by cardiac arrest on 1st July 2012, sued Monster Energy in the past days. The lawsuit, filed in Alameda County Superior Court alleges Morris would not have died if he did not drink two cans of Monster’s energy drink every day for the three years before his death, including the day he died.

This is the second suspect case, after last year death of 14-year-old Anais Fournier, of Maryland. Also in this case the family sued the company for the same reasons.

Freedom of Information Request revealed that from 2004 to 2012 the Food and Drug Administration had received reports of five deaths occurring after drinking Monster Energy. The reports do not prove a causal link between the drink and any health problems, but the alert is at the maximum level.

The company said previously in Fournier’s case that no blood test was performed to confirm that the girl died of “caffeine toxicity” as the lawsuit claimed, saying she died of natural causes brought on by pre-existing conditions.

The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml), or 160 mg for a 16 oz can. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day (16 oz per day in Australia). The UK and Europe do not have these warning labels. The drinks are not recommended for children, pregnant women or people sensitive to caffeine, but there are also some troubles about energy drinks companies advertising towards the children segment.

As published here in the recent past, the consumption of energy drinks by youngsters and children is a real problem and also in EU it’s a moment on reflection on caffeine’s safety: European Commission has requested an opinion to the European Food Safety Authority (EFSA) on caffeine’s safety and suspended the evaluation of caffeine’s claims.