Muscle Milk Refuel: Tropix Refuel

Product Type: Functional: Energy Shot; Container: 3 FL OZ
BevNET Review: Being a maker of performance oriented products, it makes a lot of sense for Muscle Milk to extend its brand into the rapidly growing shot category. Branded as “Refuel”, this line of shots delivers 100mg of caffeine and 5g of protein per container, positioning it as both an energy shot and a protein shot. The first flavor that we sampled was this was, “Tropix”, which is a pina colada flavored product. Sweetened with crystalline fructose and ace-k, the product has a very tart note to it, thanks to the whey protein and the pina colada flavoring. It’s definitely a drinkable flavor, especially when compared against the countless other sugar free shots that are on the market today. From a functional point of view, 100mg of caffeine makes it on par with many of the other drinks in the category, while the addition of protein sets it apart. Then, of course, there’s the Muscle Milk branding, which will undoubtedly give this product a boost of credibility. They’ve done a pretty good job with the packaging, taking a 3 oz. bottle and turning it into something that feels like an extension of the Muscle Milk brand. However, they’ve opted to go with very small text, which makes some portions of the label difficult to read, including the flavor name. Eliminating some of the text elements and making the remaining items larger would improve the product. Overall, we’d like to see a few changes to the presentation of the text, but we still think that Muscle Milk has done a superb job in positioning and executing this product.

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