A BEVERAGE INDUSTRY FIRST: A STEP AHEAD WITH AI

Whilst it is accepted that AI already plays a role in the automation of beverage manufacturing, Hungary’s market leader is about to unleash something that will really shock you.

n July 2023, Hell Energy, whose drinks portfolio is available worldwide, will launch the first drink to be created entirely by AI.

Utilising its intelligence and market and consumer knowledge, the AI developed every element of the new energy drinkappropriately named “AI” - from flavour and ingredients to packaging design and marketing.

The drink, which is tutti-frutti and red berry flavoured, is fortified with vitamins and amino acids, and contains 32mg per 100ml caffeine content. The AI, which was overseen by the Hell Energy human team, critically ensured that the drink complies with current food industry legislation.

“As well as the human team, the AI even taste-tested three different flavours, picking the one it felt had the highest probability of consumer enjoyment,” shared Hell Energy’s Regional Commercial Manager, Péter Gárdosi, when speaking with Business Enquirer.

“The product is the first of its kind and is truly unique,” he continued.

Launching in the UK in August 2023, the AI research and development process took just one month, in comparison to the existing process which can take up to a year.

Hell Energy Project

DIRECTED BY: LEE NEWTON ARTICLE

WRITTEN

BY:

LAURA WATLING

A Global Hellraiser

Hell Energy’s portfolio of drinks in the UK includes its energy drink range in eleven different flavours and an iced coffee range in five variants.

Both products have garnered huge success across the world, with the energy drink achieving market leader status in 10 countries, and its ice coffee in six.

In addition, the business produces a sister brand, XIXO, with a range of ice tea and soft drinks, which are not available yet in the UK.

Hell Energy is the proud recipient of a Strategic Manufacturing Award in World-Class Manufacturing. Its manufacturing plant in Szikszó, Hungary was ranked among the top three European factories winning the ACQ5 Global Awards’ European Factory of the Year Award in 2018.

In 2019, Hell Energy launched its fully automated warehouse, which runs 24/7 without the need of human touch. As well as warehousing and logistics, including five depots in the UK, Hell Energy has a unique, vertically integrated filling factory in Hungary.

“Quality and innovation are one of Hell Energy’s most important missions, and has been considered our trademark since we were established in 2006,” shared Péter, “That mission is represented in every inch of our brand, from the ingredients we use and our environmentally friendly packaging, through to our factories and warehouses”.

The most recent addition to Hell Energy’s production complex is its filling plant which is suitable for the production of milk-based beverages in aluminium cans.

Now, the business can produce 50,000 cans of its premium iced coffee an hour from its 11,880 metre squared plant.

A World First in Sustainability

It’s clear that Hell Energy’s AI energy drink was not its first foray into innovation. Nor was its groundbreaking filling factory.

As part of its philosophy to create value in its products, Hell Energy has invested in aluminium can production, and, in 2017, launched Quality Pack, Hungary’s first