Australian-made Kanguru Energy Drink has been recognised internationally, being placed in the running for a World Beverage Innovation Award.
The Red Kangaroo Beverages drinks is a finalist in two categories – Best Brand/Marketing Campaign and Best Sports/Energy Drink.
“To be a finalist amongst such a vast worldwide contingent of beverages, speaks volumes as to the
uniqueness and quality of the Kanguru product. What a great day for Australia to be recognised on the world stage as the home of the development and manufacture of such an innovative new drink. Kanguru is truly the energy drink evolved,” Dr David Kitchen, founder and CEO of Kanguru, said.
The drinks is stocked in more than 1000 retailers across the country and there are plans to take the brand global, targeting South Korea and currently expanding in the US. Dr Kitchen said he wanted to create an energy and vitality drink that has tangible benefits for people’s overall physical and mental well being.
“Drinks are today viewed as tools to improve health, function and performance, not just as sources of pleasure or refreshment. Increasingly, consumers are also demanding transparency of health claims, and sugar is now the most concerning ingredient for consumers,” he added.
Kanguru’s energy drink formula includes five botanical ingredients – Korean Red Ginseng, Yerba Mate, Guarana, Schisandra and Green Tea – as well as six complex B vitamins and taurine. The World Beverage Innovation Awards, run by FoodBev Media, has received 241 entries from 28 countries.
FoodBev Media’s senior marketing executive Matt Ferris said the awards highlight the most ambitious new drinks and innovations this year. This has shed some light into what’s next in the beverage industry.
Kanguru marketing campaign is being recognised for the way in which it has establisheded the brand with its philosophy to help people ‘be more’. Kate Dalwood, chief marketing officer of Red Kangaroo Beverages said that the campaign aims to break the traditional role of energy drinks in marketing.
“At its heart was the key positioning of ‘Be More’ encouraging people to recognise their own strengths and pursue them with Kanguru’s support,” she said.
The winners of the World Beverage Innovation Awards 2018 will be announced at a ceremony in Nuremberg, Germany, on November 14.