Energy Gel from Maxim, launched in the UK in July

January 13, 2004By Mike Hohnen

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.