Muscle Milk Refuel: FruitSour Refuel

Product Type: Functional: Energy Shot; Container: 3 FL OZ
BevNET Review: The Fruit Sour variety of Muscle Milk’s Refuel shot has an almost orange Creamsicle thing going on, but with more sweet and bitter flavor notes in the mix. While flavor is often secondary to function when it comes to shots, they’ve managed to create a formulation that’s extremely drinkable, thanks in part to the use of crystalline fructose and ace-k as the blend of sweeteners. From a functional point of view, they’ve 100mg of caffeine, 5g of protein, taurine, green tea extract, amino acids, and vitamins to create a “protein power shot.” It’s a nice use of the Muscle Milk brand, staying true to its roots but capitalizing on the energy shot category at the same time. The squat looking 3 oz. package gives the product the feeling of substance, while an aggressive looking design makes the product feel like something that’s designed for the active person. However, they’ve crammed a lot of stuff on the front panel, with a bevy of text elements that seem slightly disjointed. Simplifying this layout would be helpful, especially in terms of quickly figuring out the functional benefits and flavor. Regardless, this is a very enjoyable effort on the part of Muscle Milk that will likely bring new consumers into the shot category.

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BevNET Product Traffic Rank: #672