Effect Energy

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effect
Owner / user MBG International Premium Brands GmbH
Introductory year 2002
Products Energy drinks
Website effect-energy.com

effect is a beverage brand developed and distributed by MBG International Premium Brands GmbH . It has existed since 2002; Energy drinks are offered in different flavors. According to the company, the equivalent of 98.6 million 0.25-liter cans was sold in Germany in 2019.

The brand's drinks are available in over 50 countries and are produced by local contract bottlers across Europe .

history

The brand's first product, a classic energy drink in 0.25 l cans, was launched on the market in 2002 and was initially available in the catering trade, and from 2004 also in retail. The word and image mark “effect” has been registered with the DPMA since 2005 . In 2014 effect advertised for the first time with a TV campaign. The listing by Lekkerland from 2015 onwards increased the brand's presence in the petrol station and kiosk area.

Development of the product portfolio

In 2008 "effect Zero Sugarfree", a variant without sugar, was introduced. The “effect Flavor” product line with the varieties “Voltage”, “Pushd”, “Pushd Truly Zero” and “Shock” has been around since 2017; In 2018 “Massive Guava” was added and in 2019 “Black Açai”. In 2020 the "Force Energy" product line with BCAA was introduced.

Since 2010, the energy drink has also been contained in premix cans with vodka. Until the takeover of the distribution rights to Three Sixty Vodka by the beverage company Schwarze & Schlichte , the pre-mixed long drinks were sold under the name "Three Sixty Energy & Vodka" or (from 2012) "Three Sixty effect & Vodka", from 2019 as "effect Vodka & Energy ”. Since 2020 another premix has been on the market with “effect Vodka & Açai”. According to data from the market research institute Nielsen , “effect Vodka & Energy” was in fourth place in the ranking of the best-selling products in Germany in the “mixed spirits without cola” category in the first few weeks of 2020.

The products “Ice Sticks” (liquid for self-freezing, introduced in 2016) and “Energy Sticks” (powder, introduced in 2012) are no longer available today.

Products

The product lines "Classic Energy", "Flavored Energy", "Force Energy" and premix long drinks with vodka are currently on offer.

The “Classic Energy” range includes the classic “effect” energy drink in various containers (1-l, 0.5-l, 0.33-l and 0.25-l cans, 1-l PET Disposable bottles and 0.2 l returnable glass bottles) as well as the sugar-free version “effect Zero Sugarfree” in 0.33 l cans.

"Flavored Energy" is a range of flavored energy drinks in cans; The varieties "Voltage", "Pushd", "Pushd Truly Zero" (sugar-free), "Shock", "Massive Guava" (in 0.5 l cans) and "Black Açai" (in 0.25 l cans) are available. l and 0.5 l cans).

The “Force Energy” product line includes sugar-free energy drinks with 2500 mg BCAA (essential branched-chain amino acids ) per 0.5 l can. The varieties "Performance Super Berry", "Shredded Cola Crush", "Xplode Tropical Blast" and "Ripped Pear Boost" are available.

The types “effect Vodka & Energy” and “effect Vodka & Açai” are offered as pre-mixed long drinks with “9 Mile Vodka”, also a product from MBG, in 0.33 l cans with 10% alcohol each.

ingredients

The products of the "Classic Energy" series contain the ingredients typical of energy drinks taurine , caffeine , inositol and glucuronolactone as well as the vitamins riboflavin (B5), niacin (B3), pantothenic acid (B5), B6 and B12 . “Effect Zero Sugarfree” contains the sweeteners acesulfame-K and sucralose instead of sugar .

In the products of the “Flavored Energy” range, some of the sugar has been replaced by acesulfame-K and sucralose; In addition to the ingredients of the “Classic Energy” range, it also contains ginseng and guarana extract.

The products in the “Force Energy” range are sugar-free and sweetened with sucralose and acesulfame-K. They also contain 2500 mg BCAA per 0.5 l can (these are the amino acids leucine , valine and isoleucine in a mixing ratio of 2: 1: 1).

Sponsorship

Currently (2020) effect is a sponsor of the football clubs SC Paderborn 07 and Borussia Dortmund . In the past, the brand was also active as a sponsor in e-sports ; were supported u. a. the clubs FC Schalke 04 (e-sports) and the e-sports department of VfL Bochum 1848 .

Awards

The packaging design by effect has received several awards. The "German Supporters Edition", published on the occasion of the soccer world championship 2014 , received the Red Dot Design Award 2014 and the German Design Award 2016. The design update of the effect-Dose introduced in 2018 won the Red Dot Design Award 2019 and the German Design Award Awarded 2020.

Individual evidence

  1. ↑ Annual Report 2018 MBG International Premium Brands GmbH. www.bundesanzeiger.de, March 19, 2020, accessed on August 16, 2020 .
  2. ↑ Benedikt Schülter: Paderborn company sells everything that quenches thirst worldwide. www.nw.de, March 3, 2018, accessed on August 16, 2020 .
  3. ↑ a b Effect sales folder 2020. (PDF) www.mbgglobal.net, accessed on August 16, 2020 .
  4. ↑ Bernhard Hartein: Energy drink "effect" comes from Paderborn - MBG turns 25: "Red Bull" on its heels. www.westfalen-blatt.de, March 8, 2019, accessed on August 16, 2020 .
  5. ↑ Effect energy drink . In: Beverage wholesale . No. November 1, 2002.
  6. ↑ MBG now wants to go on sale . In: Lebensmittel Zeitung . No. October 10, 2003.
  7. ↑ Krombacher pushes the AfG business . In: Lebensmittel Zeitung . No. 31 October, 2008, p. 14.
  8. ↑ Manfred Vossen: MBG is whirling around with niche projects . In: Lebensmittel Zeitung . No. 12 June, 2013, p. 16.
  9. ↑ Register information "effect". DPMA, accessed on August 16, 2020 .
  10. ↑ effect: Brand Manager Christopher Klotz on the TV premiere. www.about-drinks.com, August 19, 2014, accessed on August 16, 2020 .
  11. ↑ Milestone for effect: Lekkerland adds 0.33 l can to its range. Press release (2015). www.mbgglobal.net, accessed on August 16, 2020 .
  12. ↑ W. Hubert: Surgical Precise . In: Beverage Market . No. 11-12, 2008, p. 22.
  13. ↑ Soft drink. Hard Taste: effect presents four new flavors. Press release (2017). www.mbgglobal.net, accessed on August 16, 2020 .
  14. ↑ Energy Drink effect brings the fifth variety onto the market. Press release (2018). www.mbgglobal.net, accessed on August 16, 2020 .
  15. ↑ effect Black Açai - the fruity new variety. Press release (2019). www.mbgglobal.net, accessed on August 16, 2020 .
  16. ↑ effect launches BCAA series “Force Energy”. www.about-drinks.com, March 5, 2020, accessed on August 16, 2020 .
  17. ^ Three Sixty Vodka . In: Lebensmittel Zeitung . No. 23 December, 2010.
  18. ↑ Branding was allowed according to the BGH. www.meininger.de, October 22, 2014, accessed on August 16, 2020 .
  19. ↑ Iris Tietze: Dispute over diamond vodka Three Sixty . In: Lebensmittel Zeitung . No. 5th March, 2018.
  20. ↑ MBG Group: Spirituosen Mix Beverages rearranged - 72 percent growth in retail 1st quarter 2019. www.about-drinks.com, April 11, 2019, accessed on August 16, 2020 .
  21. ↑ effect Vodka & Açai: the new premix. www.about-drinks.com, June 5, 2020, accessed on August 16, 2020 .
  22. ↑ effect premix: Top 4 of the best-selling RTD cans. www.about-drinks.com, May 9, 2020, accessed on August 16, 2020 .
  23. ↑ Summer, sun, effect ice sticks - Energizer surprises with a summer hit. www.about-drinks.com, July 14, 2016, accessed on August 16, 2020 .
  24. ↑ Effect Energy Stick sales folder. (PDF) issuu.com, July 1, 2012, accessed August 16, 2020 .
  25. ↑ effect. (Product portfolio on the company homepage). www.mbgglobal.net, accessed on August 16, 2020 .
  26. ↑ effect flavored tastes. (Product portfolio on the company homepage). www.mbgglobal.net, accessed on August 16, 2020 .
  27. ↑ Effect Force Energy. (Product portfolio on the company homepage). www.mbgglobal.net, accessed on August 16, 2020 .
  28. ↑ effect Premium Mixes. (Product portfolio on the company homepage). www.mbgglobal.net, accessed on August 16, 2020 .
  29. ↑ Risky caffeine kick. www.test.de (Stiftung Warentest), July 31, 2013, accessed on August 16, 2020 .
  30. ↑ Energy drink effect. (Ingredients). de.openfoodfacts.org, accessed on August 16, 2020 .
  31. ↑ effect zero energy drink sugarfree. (Ingredients). de.openfoodfacts.org, accessed on August 16, 2020 .
  32. ↑ effect massive guava. (Ingredients). de.openfoodfacts.org, accessed on August 16, 2020 .
  33. ↑ effect launches BCAA series “Force Energy”. Press release (2020). www.mbgglobal.net, accessed on August 16, 2020 .
  34. ↑ Effect extends SCP sponsorship until 2021 despite Red Bull. Www.westfalen-blatt.de, June 7, 2019, accessed on August 16, 2020 .
  35. ↑ BVB and effect - Real love goes into the next season. www.about-drinks.com, July 12, 2019, accessed on August 16, 2020 .
  36. ↑ effect is the official partner of FC Schalke 04 Esports. Press release (2018). schalke04.de, accessed on August 16, 2020 .
  37. ↑ effect is the official energy drink. www.vfl-bochum.de, March 29, 2018, accessed on August 16, 2020 .
  38. ↑ Effect Energy Drink - Brand Design, Positioning. g-dn.myportfolio.com (Florian Gerdts), accessed on August 16, 2020 .
  39. ↑ Daniel Endreß: Effect Energy-Drink brings out special editions for the World Cup. energy-drink-magazin.de, April 9, 2014, accessed on August 16, 2020 .
  40. ↑ Aqua Morelli and effect receive the Red Dot Award. www.about-drinks.com, August 26, 2014, accessed on August 16, 2020 .
  41. ↑ effect wins the German Design Award 2016. www.about-drinks.com, October 29, 2015, accessed on August 16, 2020 .
  42. ↑ Facelift for the energy drink No. 1 from Germany. www.about-drinks.com, January 29, 2018, accessed on August 16, 2020 .
  43. ↑ effect energy drink. Red Dot Winner 2019. www.red-dot.org, accessed on August 16, 2020 .
  44. ↑ effect energy drink. German Design Award Winner 2020. www.german-design-award.com, accessed on August 16, 2020 .