Grombomb Healthy Rehydration

Product Type:Functional: Energy Drink: Regular; Container: 10.5 oz Can
BevNET Review: Grombomb was designed to be a healthy alternative to energy drinks and soda and it’s primarily marketed towards kids. The flavor is what we’d describe as berry citrus with a mild amount of sweetness (from sugar). It’s caffeine free and clocks in at 75 calories per 10.5 oz. Functionally, it contains added electrolytes and B vitamins, but it’s caffeine free. So, what you’re left with is essentially a vitamin- and electrolyte-enhanced soda (unless there’s some other way to describe sugar-sweetened carbonated liquid that we’re unaware of). As far as the packaging and branding are concerned, it’s not immediately obvious that this is a product for children. After all, how many kids' beverages have pictures of an explosive on them? That being said, it’s probably for a teen consumer, but the current look of the can definitely could be interpreted differently depending on the consumer. Plus, the white can is something that is often used for sugar free or diet energy drinks. This choice might create additional confusion. Making the can brighter (e.g. red with white text) might help things.Finallly, Grombomb seems to be trying to straddle several different categories, including energy, hydration, and CSD, but isn’t a great fit for any one of them in particular. More focus on fewer categories might be helpful. Overall, it’s a nice-tasting product that provides a nicely portioned alternative to traditional sodas, but the branding that they are using to reach their target demographic could be made clearer. Reviewed on: 2/17/2011