Rehab Recovery Supplement: Rehab

Rehab is a new carbonated functional drink that is designed to be a “recovery supplement” that helps the drinker “Refresh, Recover, and Revive”. It looks and drinks a lot like, well, an energy drink – plus it has a lot of overlap in the way of ingredients and functionality (“refresh, revive, and recover” are very similar to “energize”). Regardless, we think that this product taken a unique road to market which gives Fuze, the company behind Rehab Beverage, LLC., another chance to grab consumers that are looking for a functional product but don’t want to simply pick up a standard energy drink. The effervescent pink colored fluid has a mild berry flavor to it that hides some, but not all of, the functional ingredients. It rounds out nicely with just a hint of herbal flavor, which is perhaps from the green tea and ginseng combo. Rehab’s packaging is austere relative to the edginess of most energy drinks. However, this keeps the product focused on performance and purpose rather than a particular brand image. Overall, a well formulated product that certainly has its place in the market, even if it’s only a niche space. Realistically, we see this as an incremental add-on much the same way a product like Rumba is for Hansen.