Energy boost for Ocean Spray

Ocean Spray is looking to tap the fast-growing energy drink market, launching a new vitamin- and caffeine-enhanced juice drink called Cranergy.

"People are sleeping less and are commuting more than ever before," said Kenneth Romanzi, Lakeville-based Ocean Spray's chief operating officer of U.S. products. "They're walking around tired."

Consumption of energy drinks has risen rapidly in recent years, from $111 million in sales in 2002 to $636.8 million in sales in 2006, according to market researcher Packaged Facts. The figures include sales activity at supermarkets, drug stores and mass merchandisers excluding Wal-Mart.

The trend has been driven by new products such as Red Bull, which had sales of nearly $272 million in 2006 and a 43 percent market share.

While drinks such as Red Bull and Rockstar are targeted at what Ocean Spray marketers categorize as "young bar-hopping males," Ocean Spray developed a product more likely to appeal to its core demographic of over-40 female heads of households.

"We know some customers are scared by the buzz and shakes and jitters and the crash (associated with some high-caffeine energy drinks)," Romanzi said. "We wanted it to be naturally energizing, which was a concept that scored very well with consumers."

Cranergy contains 20 percent fruit juice, five B-vitamins, vitamin C and green tea extract for a mild caffeine kick.

Ocean Spray also is touting Cranergy's health benefits, with cranberries and green tea containing antioxidants that offer protection from heart disease.

Cranergy will be available in Cranberry Lift and Raspberry Cranberry Lift flavors in 12-ounce four-packs and 46-ounce bottles at a suggested retail price of $3.99 at retailers. The drinks are now in all Shaw's supermarkets in Massachusetts and will also be available shortly at all Stop & Shop supermarkets, Romanzi said.

Steve Adams may be reached at sadams@ledger.com.