Sure, delivering energy is great. But for a natural boost, savvy consumers can just as easily reach for green tea or coffee, which, in addition to offering antioxidant benefits, each contain a single, safe ingredient, unlike energy drinks’ dizzying array of additives. So to capture consumers’ attention, natural drinks must offer more than just a healthy energy lift—think electrolytes, protein, fiber and a dose of vitamins. Manufacturers know consumers are scrutinizing labels more than ever, so most play up the use of clean energy from antioxidant-rich yerba maté and a modest to moderate amount of caffeine—nothing like the 250 mg found in a can of Rockstar Energy Drink. Price of entry is also kept at less than $3 to entice new shoppers to try these drinks and to compete with spendier conventional brands.