WakeUp drink wins innovation award

Israeli start-up Inno-Bev’s WakeUp drink was awarded the ‘best functional drink’ in its category during the beverage innovation awards at last week’s Drinktec exhibition.

WakeUp was recognised for its ability to naturally help employees during work hours. Following four years of research – including three rigorous clinical studies and successful local sales to multi-national high-tech companies – WakeUp is ready to present strategic opportunities with global convenience and health brands.

Eli Faraggi, creator of WakeUp, designed his beverage formula as a next-generation solution for the US$40 billion (and rapidly growing) energy drink industry. He comments, “We are very proud to receive this award for innovation. While energy drink sales are on the rise, we believe there is a growing demand for safe, science-based alternatives to the existing caffeine-based beverages that are under review by the FDA and in Europe. Consumer beverage brands can take advantage of our science, either on their labels or by advertising the benefits of WakeUp, all in accordance with evolving regulatory requirements.”

WakeUp (which the company refers to as a ‘Post Lunch Waker’) is a 100ml, lemongrass-flavoured, daily beverage designed to overcome the fatigue that occurs during noon time; known as “Post Lunch Dip” syndrome (P.L.D.). The WakeUp formulation is patent-protected and based on natural standardised ingredients already used in nutritional foods and beverages, including guarana, ginkgo biloba, elderberry and a unique apple sugar with a low glycemic index that reduces sugar fluctuation.

WakeUp’s safety and efficacy have been scientifically demonstrated in three-clinical trials at two world-renowned institutions, the Rambam Health Care Campus and the Technion (Israel Institute of Technology) medical faculty. Studies revealed that WakeUp improves alertness and cognitive performance after lunch and for more than 120 minutes; does not increase heart rate or blood pressure; does not create a tolerance effect over time; and improves alertness test results with daily consumption.

“We believe this combination of safety and science, together with convenience and good flavour, are the reasons WakeUp has been chosen 2013’s Best Functional Drink,” Faraggi concludes.