But most striking of all is Energy Gel from Maxim, launched in the UK in July, which although it clearly targets drinks brands is in fact a gel, as the name would suggest. Packaged in a 100g flexible pouch, Maxim is being marketed as an alternative to the raft of energy drinks, though whether its proposition of boost without refreshment will prove a winner remains to be seen.
https://www.foodanddrinkeurope.com/news/news-NG.asp?id=48938
