Toby Schechter, founder and MD of Scheckter's Organic Beverages, former racing driver and son of South Africa's famous Jody Scheckter, has launched Scheckter's OrganicEnergy, described as the first 100% organic and vegetarian-certified energy drink in South Africa.

According to the PR, this creation has stemmed from his passion for a healthier life style while staying true to his commitment to organic farming. Recognising that there was a significant gap in the energy drinks market for a healthier alternative, he spent two and a half years developing the energy drink.

Launching the product in South Africa was something he wanted to do from the start. "My roots are here and I believe here are the consumers as well. South African's are just as health conscious as the rest of the world and deserve a product that fits their beliefs and lifestyle."

The ingredients are said to be "all natural", without preservatives, artificial additives or colours. The drink is a mix of Sicilian organic lemon, Turkish and Iranian organic pomegranate, and German and Austrian elderberry juices. A little raw cane sugar is added, followed by Brazilian guarana.

The active caffeine ingredient is raw green coffee bean extract, which is claimed to give a more sustained release of energy than other energy drinks. Ginko Biloba is added to help mental performance, and ginseng for additional energy and support for the body's immune system.

It is reportedly the first energy drink in its history to win a Gold in the UK's prestigious Great Taste awards and is now available from Woolworths, The Wellness Warehouse, Kauai in Virgin Active Gyms, and selected Engen QuickShops nationwide.