I AM

Product Type:Functional: Energy Shot; Container: 2.5 oz PET
BevNET Review: Really, who doesn’t want to be happy? While you might not yet look to the beverage or supplement aisles to find happiness in liquid form, I AM has done a pretty nice job of creating a product that fits this untapped niche. The product is formulated with a bevy of ingredients to help induce happiness, including Sensoril (ashwagandha extract), chamomile, passion flower, lemon balm, L-tyrosine, L-theanine, GABA, magnesium citrate, and vitamin B3. While we certainly can’t tell you that it works, we can tell you that consuming this product is a very pleasant experience. That starts with the drink’s flavor, which, like the other I AM flavors, is tart and sweet, but low in calories and sugar free (it uses erythritol and stevia as sweeteners). It’s clean and enjoyable to drink, with minimal aftertaste. The packaging is something that feels fun and not so serious. Plus, the cleanliness and quality of the minimalist design makes this product stand out. Overall, a very well executed product. Reviewed on: 1/31/2011

Product Type:Functional: Relaxation Drink; Container: 2.5 oz PET
BevNET Review: I AM Sleepy is a product that’s designed to promote healthy and proper sleep (recommended consumption is one bottle before bedtime). With ingredients like melatonin, chamomile, L-tryptophan, lemon balm, passionflower, GABA, hops flower, and L-theanine, the brand has virtually every natural sleep and relaxation aid represented. That being said, the formulation of I AM Sleepy is a bit less unique than the other varieties that make up the I AM brand. However, it’s still a pleasant product to consume, with a tart and sweet fruit flavor that’s low in calories and carbohydrates (two things most people don’t necessarily want right before going to sleep) thanks to the use of stevia and erythritol. The branding, on the other hand, is definitely something that’s unique and well executed, with the name, “I AM SLEEPY”, and graphics (a bunch of “Z”s) pretty easy to figure out. Like the other I AM flavors, it’s very cleanly executed, which ultimately should add another bit of credibility to the product. And putting all of this together, we think that I AM has a very marketable product in Sleepy, especially given the explosive state of the relaxation category.Reviewed on: 1/31/2011

Product Type:Functional: Energy Shot; Container: 2.5 oz PET
BevNET Review: At only 5 calories per bottle, this 2.5 oz. energy shot has a very drinkable flavor (we’d describe it as fruit punch) while still packing in a meaningful energy boost. The functional cocktail is made up of B vitamins, black tea, yerba mate, natural caffeine, and guarana, and sweetness comes from erythritol and stevia, which, despite some aftertaste, seems to be better tasting than the aspartame and acesulfame potassium blend that’s typically used. On the outside, we really like what they’ve done with the label. For starters, the visuals are clean and have a positive vibe. The three color palette of red, black, and white gives the product a minimalist look, while the text tries to sell health and nutrition. All of these things are a nice alternative to the aggressive and/or 5-Hour me-too style brands that litter the energy shot category. Overall, we think I AM has done a very nice job with their Energized offering. Reviewed on: 1/31/2011

Product Type:Functional: Energy Shot; Container: 2.5 oz PET
BevNET Review: Of the four varieties that make up the initial I AM lineup, Healthy is the best tasting. The flavor of the drink is fruity and tart, which could have something to do with the fact that this drink has goji fruit juice in it. In fact, there’s even a little bit of pulp in the bottom of the drink – definitely a nice touch. It’s sweetened with erythritol and stevia, which gives the product a natural level of sweetness and minimal aftertaste. Really, this product is so drinkable that we were somewhat disappointed that it was only 2.5 oz. Functionally, “healthy” isn’t as tangible of a function as some of the other flavors, but there’s still a lot of stuff happening inside this bottle. The functional blend includes Beta-1, 3/1,6-Glucan, goji fruit extract, hibiscus, yerba matte, zinc, chromium, selenium, and B vitamins. Combine that with the fact that this product is only 5 calories and we think that they’ve got something that is at least credible as a not-unhealthy product. The 2.5 oz. shot container is a package format that has only had success as a container for energy shots and, to a much smaller extent, relaxation, so selling “healthy” is going to be somewhat of an uphill battle. However, I AM has put its best foot forward with a clean design and messaging that’s positive and easy to understand (once you pick it up and read it, of course).Reviewed on: 1/31/2011