Inno-Bev, A New Player In Energy Drinks Market, Awarded A U.S. Patent

The energy drinks market is vibrant, with major players like Red Bull, Monster and Rock Star battling for a spot at the top. But energy drinks are being scrutinized more closely these days because of concerns over negative health effects, ads that target younger consumers, and the use of artificial ingredients. Into this environment jumps an Israeli company that has just been awarded a U.S. patent for a plant-based alertness formula called WakeUp, sold as a liquid supplement shot and as an RTD beverage. The formula is based on guarana, ginkgo biloba, and elderberry, sweetened with a low glycemic fruit extract. Inno-Bev Ltd. says randomized clinical trials showed several benefits: it overcomes the post-lunch dip/morning inertia; improves vigilance, focus, and work performance without side effects; and, when used over a 30-day period, helps improve brain function.