Under Way

Product Type:Functional: Energy Supplement; Container: 16 oz PET
BevNET Review: UnderWAY is a naturally flavored appetite suppressant beverage that uses HeroFiber and vitamins to provide its functionality. It’s also sweetened with a blend of sucralose and acesulfame potassium, which keeps the calories (20 per bottle) and carbohydrates (4g per bottle) at minimal levels. The orange flavor is definitely drinkable, with a flavor that’s about average as far as other functional beverages using a similar sweetener blend. While sampling the product for the purposes of writing this product review, which is not intended to be a scientific test, the product certainly helped alleviate hunger, although it’s hard to say for how long. Branding and design are the biggest issues for this product, starting with the product’s name, UnderWAY. When we first saw the name, it made us think that we were about to sample a protein drink, with “way” being a play on “whey.” Furthermore, it’s just not an overly attractive design, with seemingly random visual images that do not help reinforce the concept of appetite suppression. So, we’d recommend that they rework the branding and messaging of the product. Overall, an interesting concept in terms of functionality, but the look of the product – and potentially its name – could use some help.Reviewed on: 5/18/2010

Product Type:Functional: Energy Supplement; Container: 16 oz PET
BevNET Review: Of the three UnderWAY flavors that we sampled, this one tasted the best. For starters, the tartness of the fruit flavoring helps mask the sweetener aftertaste (the product uses sucralose and ace-k). So, having a product that’s actually enjoyable to drink is a great starting point. Functionally, this flavor, like the rest of the line, relies on HeroFiber, an appetite suppressant supplement, as well as added vitamins. While appetite suppressant beverages are small in number at the moment, it seems like a reasonable niche to go after. However, UnderWAY is going to need to do a better job of positioning the product and explaining its benefit. For us, this starts with the name, which sounds like something more suitable for a protein drink (think “whey”) than an appetite suppressant (we don’t get the meaning). Plus, the product’s label is filled with too much text, a telling sign that the marketer isn’t quite sure how to succinctly pitch it either. Lastly, there seems to be an application issue with the shrink label, with the text going around in a less than straight manner. Overall, it’s a nice tasting product with appealing functionality, but the product’s exterior needs work.Reviewed on: 5/18/2010