Posted: May 05, 2014 at 12:00 AM
(Last Updated: Jun 09, 2014 at 10:23 AM)
Marketed as a “vitamin enhanced water + electrolytes,” Rage Vitamin Water comes in a single “Hydrating Citrus” flavor. The formulation is pleasant tasting, with a moderately sweet and slightly salty flavor that sits somewhere between Vitaminwater and Gatorade. There are only 50 calories per 12 oz. bottle, which is certainly a plus, but the use of Ace-K and sucralose (two artificial sweeteners) seem questionable given the many natural options out there. Functionally, the product contains vitamin A, vitamin C, B vitamins, electrolytes, L-carnitine, alpha lipoic acid and niacin. While the ingredients have merit, the company's reason for inclusion could definitely use a better -- and more succinct -- explanation than what’s on the back of the bottle. The packaging has a similar issue: it’s just not clear what this product is trying to be. It feels somewhat reminiscent of a product called Code Blue, with a design that feels like it is trying to please too many types of consumers rather than being committed and focused. Simplifying the message and the design would definitely help this product out. Lastly, the name sounds a bit too aggressive -- much like an energy drink. Overall, there are definitely some interesting pieces to Rage, but focus and refinement are really key to whether or not this product can succeed.