How caffeine became the new protein
You probably start your morning with some coffee to get your brain online. Classic choice. But for many of us, that buzz lasts only so long. When your energy begins to flag, you could pull some caffeinated trail mix out of your desk drawer as a midmorning snack. Come lunchtime, to make sure you’re really gleaning every possible benefit from your meals, you could add some caffeinated beef jerky.…
The modern world is witnessing a trend of turning everyday foods and drinks into functional products, with caffeine leading the way. It starts with a simple cup of coffee or tea in the morning, but the desire for sustained energy has led to caffeine being added to unexpected snacks like trail mix, beef jerky, gummy bears, and even chocolate. Food futurist Liz Moskow refers to this trend as "the optimization of everything."
The surge in caffeinated beverages can be attributed to companies like Red Bull and Monster, which brought energy drinks to the U.S. in the 1990s. Now, energy drink sales are projected to grow at a faster rate than the overall food industry, with a 6% annual increase through 2030. This growth is fueled by consumers seeking energy, productivity, and focus.
Orka Beverage capitalized on this trend by creating a caffeinated water brand that offers the energy boost without the extra additives often found in energy drinks. Their packaging emphasizes a wellness product, showing the beverage inside looks like water. Awake, another company, took a different approach by infusing their caffeinated chocolates with the same amount of caffeine found in half a cup of coffee.
The packaging for Awake's chocolates features a friendly owl instead of the usual bright colors and flashy graphics associated with energy drinks, making it appear more like a supplement than a high-energy snack.
The Food and Drug Administration (FDA) is also keeping an eye on this trend, with plans to publish guidance on labeling caffeine content in food and beverages.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
