Sending AI Straight To HELL: Energy Drink Company Builds New Product Using Artificial Intelligence

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.

Don't Miss:

• Hedge funds intend to snatch all pre-IPO shares of future AI unicorns before you can. But there is one venuture product investing on your behalf.

• Americans alone spend $100 billion on nicotine products per year. One startup has synthesized a medicine that eliminates the need to smoke in up to 95% of tested smokers. It’s called Rexis Biotech and you can invest in it before the product’s public release.

AI-Powered Product Creation

Hell Energy's AI systems went beyond formulation and embraced the tasting process. It created three distinct flavor variations and used predictive analytics to identify the flavor most likely to succeed in the marketplace. The Tutti-frutti & Berry-blast flavor represents a groundbreaking use of AI to create a consumer product that leveraged dozens of data points. The company is safeguarding the AI-built recipe by storing it on a single computer at its Hungarian factory with a backup copy held in a Swiss vault. 

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. 

To stay updated with top startup news & investments, sign up for Benzinga’s Startup Investing & Equity Crowdfunding Newsletter

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

By leveraging its ability to analyze vast amounts of data, AI systems like the one employed by Hell Energy significantly reduce the product development cycle. Instead of a time-consuming and costly process of trying different formulations, testing products and lengthy iterative change, AI can build product specifications in minutes and collect and interpret a range of data points. This accelerated pace and efficiency create new possibilities for the food and beverage industry and any other product-based firm that needs to shorten its 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.

See more on startup investing from Benzinga:

• It used to take a fortune to own premium bottles, but right now, $25 is enough to get started in this $229.4 billion asset class.

• One company you can invest in is revolutionizing the $16.4 billion influencer marketing space. It allows anyone to make money by promoting businesses to their friends on social media.