In Sweden, the energy drink market has exploded in recent years. In the early days, Red Bull was a clear market leader with only one product. Today, over 20 brands are competing with a multitude of flavours each.
Innovation and creating new tastes at a rapid pace have become the key to driving sales and gaining market share. But the taste is subjective and varies over different markets and market segments.
Hence, finding a robust way to test new tastes variants before launching is the key. For one of the leading brands in the Swedish energy drink market, we created a test program of sensory tests to evaluate new flavours on an ongoing basis.