The publication cites market analysis from Symphony IRI citing the budget beverages (such as Polish brand N-Gine, pictured) as the main reason why energy drinks are seeing 10.1% UK volume growth in the 52 weeks to June 9, and suggested that some branded suppliers were running scared.
However, Red Bull strategy and planning manager Gavin Lissimore reportedly told The Grocer that "own label and value brands have a role to play", but should not preferred to more mainstream, profitable products.