Posted: Dec 16, 2011 at 12:00 AM
(Last Updated: Dec 27, 2011 at 9:42 AM)
Ruckpack is a product created and operated by veterans that was designed to provide energy without a sugar crash. Functionally, the product contains vitamin C, vitamin D, B vitamins, calcium, magnesium, potassium, ginseng, ginkgo biloba, St. John’s wort, L-glutamine, condroitin, methylsulfonylmethane. Noticeably missing is caffeine, which is one of the other selling points of the product. Going without caffeine is likely to be a polarizing point of differentiation. Fortunately, the product did provide a sustained energy boost, as opposed to the quick up and down that is often associated with caffeine. So, we’re pretty confident that once consumers try it they won’t miss the caffeine. From a flavor perspective, Ruckpack is extremely enjoyable, at least when comparing it with other energy shots. The grape flavor has a very natural sweetness (it’s sweetened with sucralose) and the lack of caffeine makes it taste smooth (rather than have a caffeine “burn” to the flavor). Packaging is a 2 ounce bottle, which is easily identifiable as an energy shot. We like that they did not use a stock bottle or cap, instead going for a custom bottle that has a decidedly technical feeling to it. This, paired with the minimalist looking label and block font, helps the military theme seem authentic without being in your face. Overall, we really like this product. It’s a well though out concept that has solid execution and is quite enjoyable and innovative.