NEWS RELEASE: The Right Beverage at the Right Time? How Släcka is Heading Off Consumers’ Cravings
London, UK: Energy drinks aren’t just chasing adrenaline anymore. As the category matures, consumers are asking harder questions about ingredients, impact, and how products actually fit into their daily lives. And increasingly, the answer looks more like balance than buzz. That’s the focus of The Energy Boom, the latest episode of the Impact Makers podcast, which took listeners through the growth of the energy drinks space and ultimately the rise of functional hybrids, aka energy drinks that aim to do more than wake you up. One brand that went under the spotlight in this episode was Släcka, a U.S. startup that blends hydration, clean energy, and appetite control in one sleek can.
“Släcka is hydrating, it’s got electrolytes, it’s got energy with paraxanthine, which is a caffeine metabolite,” says founder David Allred. But more than this, Släcka is designed to cut people’s cravings. “Nobody grabs a bag of chips in the middle of the afternoon and feels good about it. But you're hungry or hangry, as they say. Släcka is an alternative that helps you feel better about the choice you’re making. It gives you back control and quiets the food noise.”
David shared, “Instead of grabbing a bag of crisps… you’d pop the top on a Strawberry Lemonade or Watermelon Margarita Släcka,” Allred indicates. “That carries you through the snack window, and by the time you sit down to eat, you’re likely to want a little less. It works with you, not against you.” Släcka is released at a time when appetite control is suddenly part of the mainstream wellness conversations, which is primarily driven by a growing interest in GLP‑1 medications. “The GLP‑1 conversation was happening right beside us,” says Allred. “Some people are curious but don’t want the side effects, or the cost, or just aren’t sure. Släcka offers a less extreme alternative.”
One of the other talking points explored in the Impact Makers interview concerned paraxanthine, a breakthrough ingredient that’s gaining momentum in the energy and wellness space. In essence, paraxanthine helps the body metabolize caffeine much faster. It provides what the industry calls “clean energy” - a smoother, more focused lift with fewer jitters and a shorter half-life. “People who say, ‘I don’t like caffeine, it makes me jittery,’ or ‘I can’t drink caffeine after four o’clock,’ are turning to paraxanthine,” says Allred. “It’s a breakout ingredient that is helping people get the little boost they need… without the lingering effects.” As consumers increasingly seek out functional beverages with smarter ingredients, paraxanthine is helping redefine what modern energy can look and feel like.
In the episode, hosts Andrew and Caitlin frame Släcka as emblematic of the modern soda trend: a functional beverage that fits both social and digital lifestyles, sitting comfortably alongside names like Poppi and Olipop while delivering an even more ambitious hybrid proposition. “Släcka has a vibe,” said Allred. “It’s social, it’s wellness, it’s gamer. We’re all of that and none of that at the same time - because there’s nothing else quite like it.”
The Impact Makers podcast continues to spotlight brands like Släcka that are pushing the boundaries of product experience and responding to cultural shifts in consumer behavior. “Energy is no longer just about staying awake, it’s about staying aligned,” said host Andrew. “Släcka shows how the category is moving toward smarter, more intentional products that meet people where they are.”
Listen to The Energy Boom, featuring Släcka and other innovators reshaping the energy space, on all major podcast streaming platforms.