The impetus for launching AVVIKA, which means “to deviate from” in Swedish, was to differentiate itself from products in the “adrenaline-fueled” energy drink category as a better-for-you caffeine alternative with functional and botanical ingredients, Resh explained.
The brand highlights its ingredient suppliers – some of which have published clinical trials on their ingredients – through a QR code on the label and on AVVIKA’s website, a nod to consumers seeking transparent and science-backed ingredients, Resh said.
“We recognized that we are going after a demographic of this health-conscious consumer who is going to be looking at what ingredients they are ingesting. We want to be transparent and say this is what is in our product,” Resh said.
With GRAS ingredients like ashwagandha by KSM-66, D-ribose from Bioenergy Life Science, Inc., L-theanine from Ethical Naturals, and black pepper extract from BioPerine, among others, AVIKKA’s ingredient blend supports sustained energy, stress relief, muscle recovery and enhancement and cognitive function “without the caffeine buzz,” according to the company.
“Everybody for the past couple of years has been [focused] on more caffeine, and we are taking a different approach … by building up this new subcategory that defines what energy drinks can stand for but then differentiate ourselves from the negative side effects of caffeine,” Resh said.
Using natural flavors to mask off notes from active ingredients, build overall taste profile
An industry veteran in the flavor and ingredient space, Rouse developed AVVIKA’s formula to target the benefits of caffeine — alertness and focus — and implemented them in a formula that provides health benefits. He formulated the natural flavors, which includes stevia as the sweetener, to mask some of the bitter notes in the active ingredients, while simultaneously maintaining the beverage’s overall taste profile.
“We looked at each ingredient from an individual standpoint and [asked] what is sticking out the most? What off notes are they bringing? And then trying to figure out what flavor profiles can mask these alone. The natural flavors that we are using also work with the stevia that we are using to give it a sugary note that … helps mask those initial upfront bitter notes,” Rouse explained.
The brand will launch its two city-inspired flavors, Tokyo and Los Angeles, direct-to-consumer on its website in September with plans to initially focus retail presence in Southern California. As the brand gains its footing, it will focus on sampling, consumer education and partnering with fitness centers.
Los Angeles highlights a “rainbow sherbert” flavor with frozen berries and citrus notes, while Tokyo combines yuzu and cherry blossom reminiscent of a cherry limeade, Resh said.
As AVVIKA evolves, the founders intend to launch other flavors inspired by other cities around the world to connect with “consumers who are passionate for travel and adventure,” and look to beverages for sustained energy, he added.
