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‘Clean’ energy drinks are on the expansion trail

‘Clean’ drink brand Virtue Clean Energy insists that ‘clean drinks’ are here to stay and has broadened its line-up while expanding its reach.


Speaking exclusively to db, Rahi Daneshmand, founder of Virtue Drinks said: “We are seeing consumers focus a lot more than ever on health, especially post the pandemic where health has become more of a lifestyle priority. Previously a lot of trends were around ‘you are what you eat’, whereas the concept of healthier drinking and ‘you are what you drink’ is helping clean drinking really take off.”

Daneshmand explained that, nowadays, people are “looking to find quick ways to improve their health, with their busy lifestyles [but] without any sacrifice on taste and moving to cleaner drinking is a convenient way to do this.”

According to Daneshmand, the target demographic for ‘clean’ drinks includes “those who are health aware” and “people who want energy but are looking for better options” – namely people who “might have matured from energy drinks and are seeking healthier sources of energy” but “might still drink alcohol”. Additionally, he highlighted how consumers are now “looking to improve their health and are aware of the negative side effects of artificial energy drinks but not necessarily looking to cut out all indulgences like alcohol”.

To begin, the brand targeted stores and gyms but has since noticed a fast-growing area for sales has been via delivery apps due to people looking at stocking up while at home and with the post-pandemic penchant for ordering online.

“Initially, we launched in health shops and have been expanding quickly in supermarkets, convenience stores and on the go travel retail. We are stocked in premium gyms where people are looking for healthier options. In terms of restaurants, we supply quite a few healthier eating concepts across the UK and also offices including leading co-working operators. Recently we have launched with most of the leading grocery delivery apps which has become a fast growing area for food & drink retail,” said Daneshmand.

The new drink, which answers demand for fruitier flavours for an audience who want adult drinks to have energy-boosting properties, is a blend of pineapple, passion fruit and mango and contains 80mg of natural caffeine derived from green coffee beans.

Similar to the core range with flavours, including Lemon & Lime and Berries, each drink contains zero sugar and zero calories and has been enhanced with B-vitamins and naturally-sweetened. Each can is 250ml and retails at around £1.40.

Each Virtue Clean Energy drink is vegan, BPA-free and uses all natural ingredients, plus each can that is sold contributes to the conservation of plants, animals and natural communities in the rainforest.

The new flavour can already be found in the UK in Booths, online with Amazon and will soon be listed in Ocado, Holland & Barrett, Spar, Planet Organic, Gopuff, Jiffy and national stockists soon. Virtue Clean Energy is also available in 30 countries globally and recently launched into grocers including Netherland’s largest supermarket chain Albert Heijn, plus Dirk, DekaMarkt and Metro.

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