• by Danielle Oster , October 29, 2024

The growing energy drinks market has sparked both new entrants into the category and expensive acquisitions. Taking a different approach, a leading cold brew brand seems to be trying to split the difference between ready-to-drink coffee beverages and energy drinks.

Danone North America’s Stok Cold Brew, known for its multiserve bottles of ready-to-drink cold brew coffee and coffee concentrate, is introducing STK Cold Brew Energy, a grab-and-go option potentially offering its parent company a means of attracting energy drink users.

The Cold Brew Energy line features 195 mg of caffeine per can, along with ingredients commonly found in energy drinks –  like B-vitamins, ginseng, and guarana – which purportedly help with focus. Bottle STK Cold Brew Energy launches in 11 ounce single-serve cans, with three flavor varieties: Mocha Cream, Vanilla Cream, and Caramel Cream.

Stok Cold Brew appears to be marketing the new line as something of a middle ground between existing ready-to-drink single-serve coffee and energy drink products. In a release announcing the news, the company described the new product as “energy coffee” – not an energy drink but also not “just 'coffee in a can.'”

Stok Cold Brew Energy is initially available in 7-Eleven and Speedway stores, before rolling out across additional retailers nationally in 2025.

"Keeping a close watch on how coffee trends are changing, the company launched Stok Cold Brew Energy to appeal to the boldest coffee drinkers out there” with “the coffee-forward flavor our brand fans love, with a boost of caffeine,” Brittney Polka, vice president of ready to drink beverages at Danone North America, said in a statement.

According to Grand View Research, the global energy drinks market was worth an estimated $73.81 billion in 2023, and anticipated to grow at an annual rate of around 7.9% from 2024 through 2030. Danone North America’s beverage portfolio includes bottled water brand Evian; plant-based brands Silk and So Delicious; and International Delights coffee creamers -- but no energy drink brands.

Stok was listed among a group of the top five cold brew manufacturers in North America, which collectively comprise around  45% of market share in the category, according to market research company Energy Market Navigator.

Companies are investing big money behind attempts to capture market share in the energy drinks category. Last week, Keurig Dr Pepper announced a staged acquisition of Ghost Energy, purchasing an initial 60% stake for some $990 million.