Energy drink Tzinga has returned to store shelves after the Food Safety and Standards Authority of India (FSSAI) approved its newly formulated variants. Earlier, FSSAI had banned Tzinga’s energy drink for a couple of ingredients—caffeine and ginseng—which the FSSAI considers unsafe for consumption together. Hector Beverages, which owns Tzinga, also has a non-energy drink brand, Paper Boat, offering a range of ethnic beverages. For Tzinga, the company went back to their lab and returned with the new formulation that does not contain ginseng.
The FSSAI had approved the reformulated Tzinga energy drink a few months back and since then, the company has already launched three variants of the drink with a fourth variant of Tzinga, Tropical Trip, in the process of being launched in September 2016. Notably, the Tzinga energy drink went through quite a long process of formulation involving a year-long run of trials under the supervision of leading food scientists in labs across Germany and the Netherlands before it was launched for the first time in April 2010.
Paper Boat brands
Hector Beverages is a startup founded by former Coca Cola executives and a former Dow Chemicals executive who wanted to create a unique identity for its brands. It is funded by Sequoia and Narayana Murthy backed Catamaran. Apart from the uniqueness of their energy drinks and beverages, they also have attractive and innovative packaging for their products. The Paper Boat range of beverage products, which is now the company’s flagship brand, uses Tetra Pak’s Tetra Prisma Aseptic 500 ml cartons with re-sealable StreamCap.
Paper Boat stepped into the Diwali season gifting market in 2014, and this year it extended its penetration of the festival season gifting market to Raksha Bandhan as well with the launch of two gift packs in a sandook (chest) designed packaging. The sandook packs have two variants—one containing two packs each of Amras, Anar and Chilli Guava while the other containing four packs of Amras. These gift packs will be available up to September until stocks last. Paper Boat has other beverage brands that are doing well, such as Aam Panna, Jamun, Kala Khatta and Kokum.
