Modern coffee brands can broaden their appeal by offering novel, varied products, such as extra caffeine in nitro coffee, plant-based lattes, and cold brew variations.
Today’s coffee consumers, especially those of younger generations, demand variety and excitement from their coffee beverages, from flavourings and interesting additives to products that offer functional or health benefits.
The term functional beverage is broad but generally refers to any beverage that trades on qualities beyond taste and hydration and offers a physiological or health benefit, such as improved alertness or gut health.
Extra caffeine in nitro coffee holds promising potential for coffee brands looking to build or diversify their menu or RTD portfolio – a functional beverage naturally suited to the increasingly active, busy lifestyles of millennials and Gen-Z customers.
To learn more about how RTD beverages with a caffeine kick appeal to consumers, we spoke to Marco Bellinato, founder and managing director of MB Coffee Consultancy.

The importance of variety in modern coffee product portfolios
The younger the consumer, the more options they look for when purchasing coffee beverages, such as coffee shops, restaurants, supermarkets, or vending machines.
Older coffee drinkers are less likely to experiment beyond their staple orders or brewing methods. Still, those aged 35 and younger are more likely to start drinking coffee earlier in life and demand beverages that fit with their more varied lifestyles.
When considering recent marketing and product development strategies throughout the coffee industry and those of the largest multinational coffee brands, in particular, it is clear the emphasis lies with more youthful audiences.
In 2023, Starbucks reported that only 25% of its coffee sales in the United States were for hot beverages – three out of every four beverage orders were for cold coffee.
Costa has launched multiple ready-to-drink beverages (RTDs), which vary from indulgent-led options to plant-based functional products, to match consumer demand for coffee on the go.
Most specialty coffee shops and operators have incredibly diverse menus, offering myriad brewing options and coffee origins. Some have ventured into RTD manufacturing themselves, independently or by partnering with a private label cold brew partner.
Part of the rising demand for variety is due to modern marketing and social media – consumers are increasingly bombarded with new ideas and products. To stand out from the crowd, coffee brands have responded by developing eye-catching products, either the beverage itself or the packaging and branding it is housed in.
Extra caffeine in nitro coffee is an example of a product variation designed to satisfy multiple consumer trends: product variation, functional and healthy lifestyles, and social media prominence.

What is a functional coffee beverage?
Generally speaking, caffeinated coffee forms part of the daily ritual of millions of people globally, helping them to wake up in the morning, focus at work and feel more alert.
According to the Mayo Clinic, up to 400mg of caffeine per day is considered safe for most healthy adults. However, that number can vary from individual to individual, depending on personal health considerations.
“People have mixed views on caffeine,” says Marco. “Some see it negatively due to health concerns like anxiety, sleep disruption, and dependency, while others appreciate its ability to boost energy and focus. For many, caffeine is a valued part of their daily routine, especially when consumed in moderation.”
Even before variation or customisation, black coffee is well suited to the functional beverage movement thanks to its naturally occurring caffeine levels, antioxidants, and low sugar and calories.
Globally, numerous brands are using coffee as a base for even more functionality, either increasing the amount of caffeine to enhance mental performance or adding plant-based milk for increased dietary appeal. Some features include added protein for a post-workout appeal and mushroom powder for brain health.
Starbucks offers three different extra caffeine RTDs, including its Tripleshot Energy Rich Vanilla, which includes added B vitamins and protein.
American coffee RTD specialist Super Coffee offers a line of ENRGY double-shot espresso products that are suitable for a keto-friendly diet.
At Hardtank, we offer extra caffeine in nitro coffee products to help our clients provide more choices to their consumers who seek more of a kick.
Our Super Focus Nitro delivers 90mg of caffeine per 100ml and features L-theanine as an active ingredient. When paired with caffeine, L-theanine has been shown to improve focus and attention.
Our Extra Kick – purely extra caffeine in nitro coffee – derives its 90mg per 100ml from a specific Brazilian arabica coffee bean with a naturally higher caffeine content.
Both appeal to modern consumers not only in their functional benefits but also their conformity with health and wellness considerations by using liquid nitrogen to impart a creamier mouthfeel and enhance the indulgent properties of the beverage without high levels of sugar or artificial flavours and sweeteners.
Such qualities are promising alternatives to the mainstream energy drink market, which is full of products high in artificial additives and is subject to more consumer scrutiny, especially that of younger people.
“In the market, there are many RTDs with only natural ingredients, no added sugar or saccharose,” Marco says.
“We all know that energy drinks might not be healthy in the long term. I’d rather get the same energy boost from a natural drink than from a mix of ‘unknown’ ingredients.”
“Coffee is a natural product, even more so when certified organic or naturally processed. I believe most people would prefer something natural over lab-made alternatives.”

Source your own line of functional, higher caffeine RTD nitro coffee
As mentioned, variety is key to a successful coffee operation, and products that appeal to wider audiences, as extra caffeine in nitro coffee does, will perform well.
Consumer preferences are increasingly diverse due to globalisation, health and wellness trends, and industry innovation and marketing.
At Hardtank, we offer ten different private label cold brew coffee beverages, ranging from classic nitro coffee to vegan caramel lattes and functional, extra-caffeine coffee drinks.
Our cold brew RTD beverages are manufactured in our BRC-certified facility, which ensures compliance with the most stringent health and safety regulations. This gives our clients peace of mind and a quality guarantee.
We send a sample of every batch of cold brew we make to an independent laboratory for further safety inspection, and we retain another sample for the duration of that batch’s shelf life in case something goes wrong later.
Unlike many larger manufacturers, we offer low minimum order quantities (MOQs), from just 3,000 units per SKU, and lead times of just six weeks to help businesses get off the ground faster and pivot quickly to rapidly shifting consumer trends.
Plus, our packaging and branding capabilities mean your own high-caffeine nitro RTD will adhere to your brand values and aesthetics and stand out on a crowded shelf.
To start building your own line of private label cold brew products, including extra caffeine in nitro coffee, visit our website or contact us directly.
If you missed our cold brew webinar, don’t worry; you can watch the recording here.
Extra caffeine in nitro coffee