KEY, a brand new all-natural functional beverage, is making waves in the energy drinks market with its promise of long-lasting energy without the drawbacks of sugar or caffeine. Co-founded by Karishma Thawani and Tekla Back, who both have backgrounds in major beverage companies like Coca-Cola and PepsiCo, KEY aims to revolutionize the $20 billion energy drinks category by offering enjoyable, science-backed alternatives to traditional options.
Ketones, the key ingredient in KEY, are energy molecules produced by the liver when it burns fat for fuel. This natural process can be triggered during fasting, exercise, or a low-carb diet. While ketones have been popular in nutrition supplements since the early 2000s for their potential to enhance cognitive and physical performance, they are still relatively new in the functional food and beverage industry. Back, a long-time keto dieter, explained, “One gram of ketones has more calories than one gram of sugar, and it offers improved focus, appetite suppression, and long-lasting, smooth energy without the drawbacks of a sugar spike or crash.”
Thawani and Back’s experience at Motif Foodworks inspired them to leverage technology for health and wellness, leading to the creation of KEY. By using a specialized enzyme to nurture biomass, KEY is able to make ketones more accessible for consumers. Thawani emphasized that, despite operating as a startup, KEY’s vision is to become a major omnichannel company by optimizing ingredient costs and packaging for healthy profit margins.
KEY entered the energy drinks market at a time when the category is experiencing significant growth in the U.S. Research and Markets analysts project an 8% compound annual growth rate for the sector between 2023 and 2030, with sales expected to reach $33 billion by the end of the forecast period. While major players like Coca-Cola and PepsiCo have made large investments in the energy drinks market, newer brands like KEY are also making a mark with innovative offerings that cater to consumers’ changing preferences.
Thawani highlighted KEY’s competitive advantage as a brand that aims to help consumers unlock their full potential and tap into their inner energy reserves. While traditional energy drinks may provide a temporary boost followed by a crash, KEY offers sustained energy without the negative effects of sugar or caffeine jitters. By focusing on the science-backed benefits of ketones and leveraging technology to make them more accessible, KEY is poised to emerge as a leader in the evolving energy drinks market.
KEY’s innovative approach to energy drinks represents a significant shift in the industry, offering consumers a healthier and more sustainable source of energy. With a strong focus on science, technology, and consumer well-being, KEY has the potential to disrupt the traditional energy drinks market and carve out a niche for itself as a pioneer in the field.