Zun has gone through several iterations since ebullient owner Brian Stears introduced it during BevNET Live in May, 2009, but the Boulder, Colo.-based product and its owner have long struggled to find the funding and placements to make the push into the mainstream. While it has managed to keep a small, Colorado-centered raft of retailers afloat, the brand has never broken out.
The line, which is best-known for its remarkable rocket-shaped bottle – complete with fins – originally debuted as a “brain booster” using CoQ-10 and choline as its active ingredients, along with a healthy dose of caffeine.
In 2011, in an attempt to broaden its reach and cut costs, the brand also added a 16 oz. can, which became the primary packaging vehicle this past summer as manufacturing costs mounted.
Now, Stearns is pulling out of the energy and brain boosting business altogether, announcing that the brand is reinventing itself “as an all-natural ‘kid friendly’ beverage.”
Stearns said that “being just another caffeinated energy drink with b-vitamins isn’t the core of our vision, so the transition and timing makes sense.”
The new product line will be called ZUN-POP, will have multiple functions and will be released later this summer, Stearns said.
Release is below:
BOULDER, Colo. — Fuzzee Bee Beverage Company, makers of ZUN- Out of this World has announced it will be redesigning its core products and has officially discontinued production of its energy drink. ZUN has seen unprecedented regional trial; however, the brand is reformulating and refocusing attention on developing an all-natural, caffeine free, functional beverage. ZUN plans on keeping its original, unique flavor.
“Fuzzee Bee is a young, innovative beverage company and we have made the decision to discontinue production of our energy drink due to production costs, shrinking margins and increasing category roadblocks. We are in process of a major redesign and reformulation of our products” stated Brian Stearns, Founder and CEO. “ZUN has had incredible traction, with brand recognition due to ZUN’s unique components and flavor. Being just another caffeinated “energy drink” with B vitamins isn’t the core of our vision, so the transition and timing makes sense. We are evolving” added Stearns.
The original ZUN ‘secret flavor’ will be used as the basis for the new ZUN-POP all natural soda and functional beverage line. ZUN is targeted for 5 unique, Incredibly Refreshing flavors and will contain all natural ingredients, low sugar content, no artificial dyes, and a version that is caffeine free. The new ZUN “Pop” is scheduled for release sometime mid 2013. Please contact ZUN for more information, new investor opportunities, packaging partnerships, distribution, retail and other opportunities.