Nootropics, adaptogens power new caffeine-free energy drink

Some new products are created to address a problem that statistics and surveys say consumers are experiencing. Others begin with a more personalized approach, where product developers use their own experiences and hardships to bring something to market that has tremendous potential.

That was the case for Holden Rouse, who spent years formulating and flavoring energy drinks and pre-workout powders. Day after day, he found himself staying awake until 2 a.m. or 3 a.m., struggling to overcome fatigue at work, and using 200-300 milligrams of caffeine just to get through the afternoon.

And he wasn’t alone. Rouse’s colleague Doug Resh, a marketing executive at the flavor house where they both worked, was having the same issues. He even found himself in the emergency room with heart palpitations after taking a particularly potent pre-workout powder. The more the pair asked around, the more stories they heard like theirs.

This prompted Rouse and Resh to start their own company, Dyverg Brands, to tackle a big challenge: Providing the energetic and mental benefits of caffeine and other energy drinks without the harmful side effects. The solution they came up with was Avvika, a functional ready-to-drink (RTD) beverage, which the pair claims is “the world’s first caffeine-free energy drink.”

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They understand if you’re not convinced at first glance. But these two industry veterans are convinced that caffeine-free energy has huge potential — and that consumers are excited to feel it with them.

What does caffeine-free energy look and feel like?

The meteoric rise of nootropic and adaptogenic ingredients in functional beverages gave Rouse a wide palette to start formulating with. He knew he wanted Avvika (Swedish for “to deviate”) to include ingredients that are GRAS (generally recognized as safe) and which had “a longstanding reputation and clinically backed benefits” when it came to mental alertness and focus.

He quickly landed on two familiar names. The popular nootropic amino acid L-theanine and the adaptogenic herb ashwagandha (Withania somnifera) are both unique in that they are commonly found in energy drinks and relaxation or sleep-focused products. Both are also known to provide short- and long-term cognitive and mood benefits.

Along with generous doses of both ingredients — 200 mg of patented Alphawave L-theanine and 225 mg of KSM-66 ashwagandha — Avikka’s formula includes BacoMind, a new patented version of the memory boosting herb Bacopa monnieri; Panax notoginseng; B vitamins; as well as the popular black pepper extract, Bioperine, to increase nutrient absorption.

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That last ingredient was crucial, according to Rouse, because he and Resh knew that for this beverage to work, it needed to be something a consumer could feel working right away — in a good way. Both insist that caffeine-free energy is “a sensation that needs to be experienced to be believed.”

“It’s as impactful as an energy drink,” Rouse, co-founder and CEO of Avvika, said. “It gives you a massive boost, but you’re not feeling it in the heart and thinking, ‘I hope this stops affecting me.’ I’m kind of an introvert myself, but after drinking this, I always notice that I’m in an uplifted mood. I have more energy. I’m talking more. It feels just really good.”

Avvika also incorporates a more literal version of energy, aka calories, from the performance carbohydrate D-ribose. “We noticed that a lot of the clinical studies talk about how it significantly elevates the ATP [Adenosine triphosphate] levels with or without exercise in the muscles,” Rouse explained. “That’s essentially what feeds your muscles the juice they need to give them more power. So, we have 30 calories per can, but they’re very specifically chosen calories for energy.”

Are consumers ready for caffeine-free energy?

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Resh, who has more than 20 years of experience in food and beverage marketing, said he knows caffeine isn’t going anywhere. On the contrary, energy drinks of all forms are more popular — and in many cases, more potent — than ever. Resh said he’s seen clear indications that many people, and women in particular, have been through the caffeine ringer and are now looking to get off the ride.

“We did a lot of consumer insights looking at the female demographic between ages 18 and 38, and found that there’s a growing connotation around health and function, without the need for caffeine in the afternoon,” he explained. “We’re not trying to go up against tea and coffee in the morning. It’s the afternoon rush that’s perfect for us.”

Avvika’s flavors are named after cities (Tokyo and Los Angeles are the first two), which Resh said echoes insights showing that women tend to recharge during vacation. “We wanted to provide that experience in a can,” he said, noting that he and Rouse found the idea resonated with more than just women.

“As we continued to talk to people about this product, men would also come to us [and say], ‘This is amazing,’” he explained. “[They would say], ‘We don't like drinking caffeine in the afternoon, either.’”

Avvika was also designed to serve the tens of millions of people who are taking one of the many pharmaceutical drugs that can potentially interact with caffeine. “We’ve learned there’s this whole additional subsegment of the market that may not be able to have caffeine,” Resh said. “Avvika gives them that alternative to an energy drink.”

Does this alternative energy drink have legs?

Dyverg Brands launched Avvika on a direct-to-consumer website in summer of 2024. Rouse said the functional components of Avvika will make it an ideal fit in gyms and shared workspaces in the near future, but the pair is also aiming for more natural and convenience stores because the product can speak to what they see as a universal need.

“Everyone knows the problem,” Rouse said. “They just don’t know there’s a solution yet.”