Last Updated: 9/25/2013 3:16 PM
L.I.F.E. (aka “Let It Fly Energy”) Fruit Punch is a “vitamin enhanced energy drink” that is sweetened with sucralose and stevia. The fruit punch flavor is pleasant, at least as low-calorie energy drinks are concerned, with a fruity flavor that’s pretty enjoyable. Like other energy drinks, it has some bite, but flavor-wise, the product is otherwise pretty close to a CSD. However, we don’t understand why the company used stevia in a product that can’t be labeled as all-natural. Functionally, the product contains “natural” caffeine and a host of vitamins, including B vitamins, vitamin C and vitamin D. It’s hard to say if this is a meaningful point of differentiation compared to other energy drinks that simply focus on the energy functionality of their products. But having a nutrition panel that features RDA percentages versus one that doesn't can't hurt. The design of the product, which comes packaged in a slim 12 oz. can, isn’t really that appealing to us. It starts with the treatment of the L.I.F.E. logo, which has a blocky font with angled edges and periods next to each letter to denote that it’s an acronym. Plus, naming the brand “L.I.F.E.” (which has been done before in the energy category) doesn’t seem like the wisest strategy to help establish an identity for the product. Consumers will call it “Life” and forget about the meaning; it's very confusing. Honestly, we feel like the company should try a different approach in both branding and design. Overall, what’s inside the can is pleasant, but what’s on the outside was rather underwhelming.
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