Beverage Daily: What's hitting the shelves: New beverage launches at Expo West

Beverage Daily: What's hitting the shelves: New beverage launches at Expo West

Published 15 March 2024

Written By Rachel Arthur

Huxley: Cascara power

Minneapolis' Huxley has launched a new plant-powered energy drink, designed for anyone seeking a natural, eco-conscious boost.

Harnessing the natural power of Cascara - 'coffee's forgotten superfruit' - the drink promises 'a new kind of vitality, one that is as sustainable as it is stimulating.

Huxley's mission began by spying a void in the energy drink market.
The functional drink is powered by cascara: with around 90mg of natural caffeine (around the same as a cup of coffee).

The beverage is balanced by the calming properties of L-theanine, hydrating electrolytes and 5g of organic cane sugar.

The cascara fruit - the outer husk of the coffee bean - is known for its antioxidants, polyphenol content and natural fruity flavor. In line with its eco-ethics philosophy, Huxley has upcycled this typically discarded superfruit to harness its powerful source of energy while also reducing food waste and CO2 emissions.

In an effort to avoid a midday caffeine crash, each can of Huxley contains 75mg of L-theanine, an amino acid found naturally in green and black tea with relaxing GABA-boosting properties. Known for its ability to harmonize with caffeine, L-theanine helps to enhance focus while mitigating overstimulation. Recognizing that caffeine dehydrates the body, the brand has also added 100mg of electroyles to maintain essential hydration levels.


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