Created by a former U.S. Navy SEAL, Kill Cliff Endurance & Recovery drinks were designed to reduce inflammation, thus increasing performance and speeding up recovery time, the company says.

Cold Star Inc.’s Caf Fusion ready-to-drink energy drinks combine an energy boost with the taste of coffee.

Spike Beverage LLC introduced FMF Power, an all-natural power beverage released in collaboration with motorcycle racing brand FMF Racing.

Last month, market research firm Nielsen outlined its new platform of 12 criteria for new product success during an “Innovation Revelation” webinar. In addition to outlining the dozen steps, Vicki Gardner, senior vice president of product innovation North America for the New York-based company, noted that traditionally successful product launches often offer benefits previously unavailable in the marketplace.

Although energy drinks were not immune from the effects of the economy, the category has shown its ability to grow in sales. Energy drink sales increased 14 percent to more than $5.9 billion in sales for the 52 weeks ending June 12 in supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Walmart, according to SymphonyIRI Group, Chicago. The energy shots category also posted strong numbers with a 31.6 percent increase generating $1 billion in sales during the same time period.

Sales of energy drinks have taken on the energy of its products compared to a year ago. The energy drinks category increased 15.7 percent for $6.9 billion in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart.

Following a rather lackluster 2009, when new beverage introductions plummeted nearly by half, the number of new beverages appearing on U.S. store shelves increased slightly in 2010.

Hydrive Energy LLC developed a caffeine-free enhanced water and energy drink, Hydrive Decaf, and an added caffeine variety, Hydrive Extra Strength.