Global – Satisfy and Trailrunner have introduced a new addition to the energy drinks category – non-carbonated, cola-flavoured soda.
Floda, short for flat soda, was created with the needs of long-distance runners in mind. While traditional sodas yield several energising benefits for endurance runners, the carbonation can lead to discomfort when running, causing unwelcome cramps and wind. Enter Floda, which provides the levels of caffeine and sugar that athletes seek in sodas without the bubbles.
In running communities, it is common practice to decarbonise sodas at home in advance to make them race-friendly. ‘We just tapped into something the ultra-running community have been doing all along,’ explains Andrew Lincoln, Trailrunner’s head of brand and creative. ‘We wanted to help make it more accessible for all trail runners to benefit from.’
The heightened consumer interest in hydration and energy categories is creating a market for products like Floda and driving new opportunities for the alternative energy drinks market.
Consumers’ cravings for convenient products that support active lifestyles and shortcuts in their health routines should drive innovations in the food and drink sector. Businesses should learn from growing sub-communities to better understand their needs