When it comes to getting a moxie jolt, Circle K is offering an alternative for those looking beyond a traditional cup of java or energy drink.
The convenience-store chain has added a line of "energy boosters" and flavor shots to its fountain drink stations.
A few stores in Tucson now feature vanilla, cherry, raspberry and lime flavors that can be added to Coke and Pepsi products.
Customers can also add "energy boosters" to sodas, ice tea or lemonade, including shots of Vitamin C and echinacea, ginkgo biloba and ginseng, caffeine and guarana and Vitamin B-12.
Installed in mid-July, Circle K has been slowly adding the flavor and energy boosters to about 140 stores in the state, with plans to install the options at 545 other stores in Arizona and the Las Vegas region, said Larry Brueggemier, director of food service for Circle K Stores Inc.'s Arizona division.
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"It will become standard at all stores in the next two years," he said.
Facing increased competition with canned and bottled drink products, fountain drink sales have been declining about 2 percent a year for the past five years, Brueggemier said. Adding the flavor and energy boosters is a way to reverse that trend, he said.
"We see this as another competitive edge for Circle K," Brueggemier said.
The sugarless flavor and energy boosters are manufactured by Flavor Systems International Inc., an Ohio company that specializes in food and beverage flavorings.
Since installing the flavor and energy booster shots at the Circle K at 1735 W. Speedway, some thirsty patrons are surprised to find the new options, said Frank Holm, a manager at the store.
"It's for people looking for an added kick," he said.
So far, college students and professionals have been adding the shots to their drinks, Holm said.
Circle K patron Tammy Lujan, 23, who works two part-time jobs and is taking classes at Pima Community College, said she usually gets a cup of coffee in the morning and an energy drink in the afternoon.
Lujan said the flavor shots might appeal to her if she's in the mood for a Diet Coke.
"But when I need my energy boost, I usually get my Red Bull," she said, referring to a popular energy drink.
When it comes to getting an energy boost, a University of Arizona health professor said it would be better to stick with a multivitamin and avoid the energy boosters.
"Are we basically recommending that people drink soda as a way to enhance health? That's absolutely the wrong message to get out there," said Cynthia Thomson, an assistant professor in the UA's depart-ment of nutritional sciences.
Vitamin C can contribute to a healthy immune system, but taking it with a Coke might not be the best way to get the full effect, she said.
"It will probably have no impact on cold prevention," Thomson said.
Brueggemier said Circle K does not make any health claims about the fountain shots.
"It's a point of differentiation for Circle K. We aren't making scientific claims but we think consumers will see this as an added value," he said.
● Energy boosters at Circle K:
l "Go on Defense" — Vitamin C and echinacea mix.
l "Be More Alert" — Made of ginkgo biloba and ginseng.
l "Bring Balance" — Vitamin B-12 mix.
l "Boost Your Energy" — made with caffeine and guarana, an herbal additive sometimes used for weight loss.
Source: Circle K Stores Inc.