Artificial intelligence’s (AI) many uses include improving at-home heart monitors, composing music and developing an energy drink.

Hell Energy Drink, a popular beverage company mainly operating in Europe and Asia, announced the launch of HELL A.I., a drink developed, designed and “tasted” by AI. The company leveraged a generative AI platform to create a new flavor that it predicts will appeal to a wide range of consumers.

Hell Energy fed an AI engine an extensive range of data, including ingredients, sales results, health research and consumer feedback information. The AI received instructions to focus development on taste, nutritional value and compliance with food industry regulations. It integrated vitamins, amino acids and herbs into the recipe to ensure it created a superior and enjoyable beverage.

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AI-Powered Product Creation

AI’s influence extended beyond the drink’s recipe to aesthetics. The AI engine used to formulate the flavor profile and ingredients also designed the packaging. It incorporated the brand’s bold color scheme and look while adding some digital style to create a visually appealing and contemporary look. 

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Other beverage firms are also using AI to create new flavors and capitalize on hot markets. Sapporo Breweries Ltd. and IBM Japan worked with AI platforms to build new flavored cocktails that recommended using umeboshi, a Japanese pickled plum, along with other ingredients. 

Shortening the Development Cycle

Consumer-packaged goods (CPG) firms can also use AI to optimize their supply chains by identifying and preventing bottlenecks, recommending optimal pricing and store location strategies and improving sustainability initiatives. 

HELL A.I.’s production in one of Europe’s most advanced beverage production facilities will see the product soon available in more than 60 countries. 

Another company shaking up the beverage industry is startup Rexis Biotech Inc. It offers biotechnology tools that improve the taste, efficacy and functionality of everyday consumable products. Rexis enhances the way the human body absorbs and experiences ingredients to relieve some of the challenges of low bioavailability and stability associated with plant-based ingredients.

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