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AI-developed energy drink utilizes e-noses and e-mouths to “taste” and test Hell Energy beverage

July 7, 2023
Consumer Packaged Goods

Hell Energy has created what it claims is the first energy drink to be entirely developed by AI. Not only has the formulation, recipe and flavor profile been selected using predictive intelligence but the drink itself was “tasted” by advanced AI systems.

Hell Energy tapped AI to create every aspect of its new flagship energy drink, from its recipe to the packaging.

It processed vast information to fine-tune the formulation, zeroing in on consumer expectations for a superior and enjoyable energy drink enhanced with vitamins, amino acids and herbs. Although the exact specifications of the formulation are confidential, the drink complies with food industry legislation, flags the company.

The vast amount of information and knowledge available on the internet is utilized by AI, which can process and uncover connections at a speed almost incomprehensible to humans.

Additionally, it possesses comprehensive knowledge about energy drinks, encompassing their ingredients, sales results, health research, recommendations and consumer feedback.

Moreover, it can seamlessly integrate the latest trends and information into its analyses.

“AI created three flavor variations and, with the help of state-of-the-art technology from a New York-based company that digitized ( i.e., tasted all three drinks), then used predictive intelligence to select the winning flavor after analyzing extensive data and statistics,” a company spokesperson tells Food Ingredients First.

“The tasting process starts with the involvement of e-noses and e-mouths, during which AI models the individual user’s taste and texture experience, i.e., digitizes the process and result of perception, which is then compared with the extensive data available on the target group, thus creating and analyzing a complex, multidimensional model. One could say it’s an e-nose and an e-mouth at the same time.”

Digitizing flavors & predictive intelligence
AI initially created three flavor variations, after analyzing extensive data and statistics finally settling on a refreshing Tutti-frutti & Berry-blast flavor.

Hell Energy, therefore, claims this is a “truly unique” flavor.

“This ‘ground-breaking development’ represents the first time AI has carried out such a sophisticated product development process within the energy drink sector,” adds the spokesperson.

“When we commissioned AI to develop a new energy drink that was perfect, the artificial intelligence created the recipe it considered the best by processing a vast amount of information. As all products of Hell Energy, Hell AI is made of high-quality ingredients: 32 mg/100 ml caffeine content, quality sugar, four kinds of B vitamins (B3, B5, B6, B12) and AI has added amino acids and ginkgo biloba to enrich it, all without any preservatives.”

“AI also ensured compliance and optimization of food legislation, such as European Food Safety Authority recommendations and the NRV (recommended daily intake). So it also meets all health requirements.”

Combining AI with human creativity
Hell Energy is keen to stress that while AI is a burgeoning specialism, there is no substitute for human expertise.

“In product development, there are steps in which a vast amount of data has to be analyzed in order to create a truly new and unique product, and AI speeds up this analysis. But there is no substitute for human creativity and intellectual added value,” the spokesperson continues.

“We want to show everyone in the food industry how human creativity and AI can be perfectly combined. We have always listened to what our consumers want, what topics they are interested in, so we are convinced that this product will be loved worldwide.”

Other companies leveraging AI
Turning to AI is gaining traction within the F&B industry in general. In recent years several companies, brands and manufacturers have been seeking novel solutions for their products from AI, claiming each time that being powered, developed or created using high-tech intelligence gives their product an advantage on the market.

This is particularly noticeable in the flavor space. But there are other examples of how AI disrupts food and beverage sectors.

Firmenich is working extensively in advanced testing on several new AI-generated flavors across its core tonalities. The company has already developed what it claimed was the world’s first AI-created flavor, a lightly grilled beef taste for use in plant-based meat alternatives.

Firmenich has also developed a Formulae Generator, an AI-augmented solution that enables tailored perfumery and taste solutions with speed-to-market.

This system focuses on smart data-driven flavors and scents. It connects the initial composition with data, such as specific applications and the olfactive descriptors of scent and taste. It helps creators understand which ingredients to use in beverages, dairy and meat analogs. This provides a base for Firmenich creators to build tailored creations for customers.

Givaudan recently launched its Customer Foresight, a proprietary futurescaping platform that leverages Givaudan’s human expertise, big data and AI to anticipate F&B challenges, foresee consumer expectations and develop food experiences.

The platform can identify early indications about impending future shifts that will impact the F&B industry in the months and years ahead.

“(It) can help our customers better anticipate evolving consumer needs and also help them procreate the future of food and bridging successful food solutions to the market,” Nandita Prabhu, Customer Foresight director, tells Food Ingredients First.

“Customer Foresight is built entirely in-house. It’s a robust digital platform that combines mass data, AI and Givaudan’s deep human expertise.”

In time for July 4 celebrations in the US, Kraft Heinz has released new vegan Kraft NotCheese Slices in three flavors — all of which have been developed using AI. They first debuted during a pilot in Ohio last year and have now been launched nationwide.

Kraft Heinz has teamed up with Not Company to leverage AI for the slices made from water, coconut oil, modified corn starch and chickpea protein. The Not Company operates an AI-powered discovery platform that develops plant-based alternatives designed to mimic animal products on a molecular level.

By Gaynor Selby


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