The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
5-Hour Energy gets saucy
The 5-Hour Energy is giving the BBQ sauce category a boost.
The energy product, which has a sweet and tangy peach mango flavor, is partnering with The National Food Lab to create a sauce with 60 milligrams of caffeine per serving, The product will be available for a limited time DTC on 5-Hour Energy’s website.
“As we continue to redefine what 5-hour ENERGY is and can be, we’re excited to be the first energy brand to offer hardworking BBQ aficionados what they really need — a caffeinated sauce to help stay focused and keep the party going,” Jeff Sigouin, the president and COO of Living Essentials, the makers of 5-hour Energy, said in a statement.
While BBQ sauce sales are unlikely to supplant 5-Hour’s presence in shots and beverages, a condiment should give additional recognition to the brand that is competing with several other energy offerings in the marketplace. The sauce is currently the only food-based product sold online by 5-Hour Energy.
5-Hour noted that BBQ is a popular way to unlock big connections and even bigger flavors, noting that nearly three-quarters of Americans don’t need a special occasion to fire up their grill