Posted: Feb 22, 2012 at 12:09 PM
(Last Updated: Apr 30, 2012 at 10:25 AM)
Amara Energy, which is from the same company that previously made an energy drink called “Lush,” is a low calorie energy and recovery drink that is sweetened with the unique blend of agave and stevia. In terms of flavor, Amara has a pleasant tasting citrus flavor that is very similar to a lemon lime CSD. However, there is a bit of bite from the functional ingredients and stevia sweetener, which ultimately makes the product feel more like an energy drink (that’s a good thing). Functional ingredients include B vitamins, Vitamin C, electrolytes, D-ribose, caffeine, milk thistle, prickly pear, and amino acids. Amara definitely has some energy kick and is hydrating at the same time, so it appears to fit the bill. Visually, a lot has changed since we tried this company’s first offering, but it still doesn’t feel like a cohesive brand. The name “Amara” feels largely like a lateral move from “Lush,” while the visuals feature graphic elements that distract rather than enforce what this product is for (“less is more” being an overlooked design principle). After removing and simplifying the look, we would add one thing: the word "energy." Yes, it says “caffeine” along the top, but having it referred to as a “Amara Recovery” doesn’t accurately say what the product is. Overall, we found what’s inside the can to be quite enjoyable, but we’d feel much more positive about this drink if its exterior were at the same level.