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A-Brands

San Benedetto Enters Energy Drinks Market

By Branislav Pekic
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San Benedetto Enters Energy Drinks Market

Italian non-alcoholic beverage group San Benedetto has entered the energy drinks market by launching two new beverage SKUs.

San Benedetto SB Energy Super Boost is an energy drink in a 0.25-litre can format with taurine, caffeine and B vitamins, suitable for those who need an extra boost for concentration and energy.

The calorie-reduced drink SKU has vitamins B12 and B6, which reduce tiredness and fatigue.

Available in the 0.40-litre format, San Benedetto Fruit & Power A is aimed at those who want an extra boost at breakfast, or an alternative to coffee in the morning.

The drinks is a mix of pomegranate, apple, mango and pineapple with taurine and caffeine in still mineral water and no added sugar.

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Both energy drink SKUs can be consumed at work, while studying, or during an intense gaming session.

Italian Energy Drinks Market

The Italian energy drinks market is worth over €142 million, or 43 million litres.

Last year, it saw 44% growth compared with 2020, of which one-fifth, or about 8 million litres, were sold in the HoReCa channel.

San Benedetto reported a consolidated turnover of €761 million in 2021, up 8.2% over the previous year, selling more than 4.5 billion bottles sold worldwide.

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The growth trend continued in the first five months of 2022, with turnover growth of 20.4% in value terms.

Exports accounted for 8% of the group's total turnover in 2021, or €51 million, with growth led by the premium mineral water lines San Benedetto Millennium Water and San Benedetto Prestige.

Read More: San Benedetto Leads Non-Alcoholic Beverage Market In Italy

© 2022 European Supermarket Magazine – your source for the latest A-brands news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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