Frappio Energy Beverage

Product Type:Coffee Drinks; Container: 15 fl oz (444 ml) can
BevNET Review: Frappio is one of many products that attempts to straddle multiple categories. In this case, it's an iced coffee and energy drink. The problem with such a concept is two-fold. First, this product's target consumer is someone that is looking for a non-Starbucks Frappuccino RTD iced coffee AND someone that is looking for a non-Red Bull energy drink. How big is that market? We'd say it's going to be a very hard, uphill battle to win over customers from powerful brands such as these. As far as the product goes, it's simplistic wrapped-can is a somewhat freshman-looking effort. The formulation uses a patented process to add ashwangandha root extract (used to promote energy) into the product. Unfortunately, this patent and the other ingredients used in the product won't lure consumers in by themselves. The flavor of Frappio is burnt, but overall it isn't any better or worse than other products in the category. The main issue for this product is in it's image. Specifically, Frappio is marketing itself in categories that are dominated by brand and image conscious consumers -- and we don't feel that Frappio puts forth an image that will appeal to these customers. With a better looking package, this product might have a shot. Until then, we think that this product has niche appeal at best.Reviewed on: 12/28/2005