Five Products: Displaying The Democratisation of Energy & Breaking of Macho Stereotypes

It’s 2025, and yet the energy drinks fixture remains a macho affair. Speaking on the Impact Makers podcast, Megan Bourner-Powell, from Brand Strategists Huxly, highlights how a new wave of energy brands are evolving to widen category appeal, and that includes designing products that explicitly target women. Bloom is a standout example. It pulls heavily from the women’s health and wellness space, using saturated pastel colors, cute icons and name tied to natural, floral imagery. Bloom doesn’t just focus on physical energy - it bundles in benefits like digestion, bloating, hair, skin, and nails, reinforcing a beauty-through-wellness narrative. The brand’s latest release is this nostalgic taste of fall. Currently available exclusively at Target, this limited-edition flavor combines the sweetness of freshly picked apples with 180mg of ‘clean caffeine’, zero sugar, and no artificial flavors.

Theseare a series of alertness-boosting candies that are positioned as an alternative energy product perfect for helping adults to combat against fatigue. The product comes in packs with six servings of gummies that are each sugar-free and packed with 100mg of natural caffeine in each piece. The gummies also feature a blend of nine vitamins and minerals to give them a functional nutritional benefit. The gummies come in Berry and Orange flavors and have a convenient composition that can be enjoyed more easily than drinks or powders.

They have introduced an innovative product that merges snack food with energy supplementation through its new caffeinated chips. This follows hot-on-the-heels of an unexpected effort from Doritos in Australia. Each 2.5-ounce bag of Bangers Snacks' caffeinated chips contains 200mg of caffeine, which is equivalent to two cups of coffee. This dosage is delivered in crunchy chip form rather than liquid, offering an alternative for those seeking sustained energy without the typical energy drink experience. The company targets young adults, particularly students, gamers, and professionals looking for convenient, functional snacking options.

Named after the Swedish word for ‘to quench,’Släcka is a sparkling functional beverage designed to do more than just hydrate. Positioned at the intersection of energy, satiety, and mood support, this product addresses a rising consumer pain point: the craving spiral that often hits between meals.

Available in vibrant flavors like Sparkling Watermelon Margarita, Sparkling Strawberry Lemonade, and Sparkling Grapefruit, Släcka delivers a layered sensory experience backed by science. Its proprietary formulation includes L-Theanine and 5-HTP for mood and relaxation, alongside Paraxanthine - a novel caffeine metabolite gaining traction for its ability to deliver cleaner energy, sharper focus, and fewer jitters than traditional caffeine sources.

Crucially, Släcka speaks directly to today’s appetite-aware consumer, and those exploring or transitioning off GLP-1 medications or simply seeking more mindful ways to manage hunger without extreme measures. As founder David Allred put it on the Impact Makers podcast, Släcka is about helping people “get the food noise to quiet down” - a potent promise in a world where wellness increasingly means mental clarity, metabolic balance, and self-regulation.

Support Sips' fromSipsClub is redefining clean energy with a science-backed drink created by two moms determined to energize without compromise. Taking cues from brands such as Liquid IV, each Support Sips stick combines 100mg of caffeine with 200mg of L-theanine to deliver steady energy without the crash. Whether tackling a midday slump or gearing up for a workout, it’s as simple as pouring, stirring, and sipping. Beyond just energy, this functional beverage line includes immune-supporting beta-glucans and antioxidants, making it a dual-action drink for both body and brain. SipsClub has quickly gained traction, with reality stars and influencers raving about the benefits.