Red Stuff Energy

Product Type:Functional: Energy Drink: Regular; Container: 8 oz PET
BevNET Review: Red Stuff, which is made by the same company as the Purple Stuff relaxation drink, is a non carbonated sugar free energy drink that comes packaged in an 8 oz. plastic bottle. It’s fortified with L-Theanine, valerian root (also found in their relaxation product), caffeine, and LuraLean, a water soluble dietary formula designed to help support weight loss. So, pairing all of these ingredients together, they’ve created their niche, which is described via their tag line of “get focused, get wired, get lean” and their marketing copy, which describes the product as a “Weight Management Sports Drink.” However, energy is still the primary focus of the package and this drink features 90 mg of the stuff -- about the amount of your typical energy drink. From a flavor point of view, Triple Berry has a tart, sucralose sweetened body that is, with the exception of sweetener aftertaste, pleasing to the palate. The non-carbonated format creates a point of differentiation from most of the pack, while the added benefits of L-Theanine, valerian root, and LuraLean should make this product appeal to consumer who is looking for something with their energy. On the packaging front, the product’s full wrap, bright red bottle has a sleek look to it. They’ve taken the Purple Stuff logo and exchanged “Purple” with “Red,” which could make it somewhat confusing to distinguish the two different product lines. In addition, there are a few text items on the label that we’d change, including the large “LURALEAN” that runs down the side of the bottle (it seems like an afterthought when it’s a key differentiator) and the placement of their tagline, “get focused, get wired, get lean”, which seems more relevant than having “Supraliminal Labs” on the front of the package. Ultimately, this drink needs to sell it’s added benefits if it wishes to succeed, so making the product’s positioning more intuitive makes room for improvement in future versions. Or better yet, simply label the product a “Weight Management Sports Drink” and drop the “Energy” from the front of the bottle. Overall, there are some really unique things about this product – and it’s enjoyable at that – but they need to better articulate the product’s pitch. Reviewed on: 9/23/2009

Product Type:Functional: Energy Drink: Regular; Container: 8 oz PET
BevNET Review: Of the three flavors of Red Stuff, this one was our favorite in terms of taste. While we probably would not identify it as “Wild Super Fruit” flavoring, it has a more pronounced fruit flavor and a nice amount of tart and tang to it. This combination helps mask the sucralose sweetener taste and functional ingredients, making for a zero calorie product that’s smooth on the way down. In terms of functionality, this product’s main focus is on energy (it’s on the front of the label), but it also delivers ingredients aimed at improving focus (valerian root) and supporting weight loss (LuraLean). The last two are the key differentiators of this product, while energy is what Red Stuff is ultimately hanging its hat on. That being said, it was somewhat surprising to us that the focus and weight loss oriented functions don’t get a mention on the front of the package. That could leave consumers asking “what is this stuff?” when they see this brand. As with the other two flavors, we’d suggest putting a mention of the product’s other functions on the front panel and perhaps calling it a sports drink instead of an energy product. If they can manage to make it more intuitive, this product’s combination of function and flavor seem like they could have some legs to create a good niche for this brand. Overall, innovative flavor and function, but they’ve got some work to do to define what category this product belongs to.Reviewed on: 9/23/2009

Product Type:Functional: Energy Drink: Regular; Container: 8 oz PET
BevNET Review: Described as the “ultimate weight management sports drink,” the product features caffeine (90mg), L-theanine (the key amino acid in green tea), valerian root (for relaxation), and LuraLean, an ingredient that’s new to the beverage scene and is designed to support weight loss. That combination makes for an innovative product, while the smooth non-carbonated grape flavor gives it some zing and helps hide the aftertaste of the sucralose sweetener and the bitterness of the caffeine. Conceptually, the combination of weight loss, focus, and energy seems like a great combination, especially for a sports drink. However, the current visual execution makes it look more like an energy drink, with the word “energy” found on the front panel and “sports drink” nowhere to be found. That’s something that leaves this product playing in a category where it probably shouldn’t be, especially since 8 oz. non-carbonated energy products have never done terribly well. Fortunately for Red Stuff, this is probably one of the easier things to fix, especially since their label is a shrink wrap sleeve rather than painted on the bottle. And in terms of what we think they need, it’s pretty simple: just call it what it is. If it’s a weight loss sports drink, then put that front and center. Overall, we’re fans of the flavor and the innovative choice of ingredients and functionality, but the positioning needs refinement. Reviewed on: 9/23/2009