Posted: May 08, 2012 at 11:39 AM
(Last Updated: May 18, 2012 at 11:36 AM)
Kill Cliff is a low calorie endurance and recovery beverage that was developed by a former U.S. Navy S.E.A.L. Inside the can, the product has a blood orange flavored formulation that is sweetened with sucralose and has a heavy note of the functional ingredients that have been added. For something that isn’t an energy drink, the flavor profile of this product is very much in line with the better-tasting diet energy products that are on the market today. Functionally, the product contains B vitamins, vitamin E, ginger extract, caffeine (25mg per can), green tea extract, inositol, ginseng root, milk thistle, taurine, bromelain, lipase, amylase, protease 4.5, invertase, beta-gluconase, and serrazime. The formula, which is apparently patent pending (we’re not sure why they are bothering with that), definitely seems in line with other recovery drinks that we’ve sampled. On the packaging and branding front, the “Kill Cliff” name is aggressive if not abrasive as there is no story or context on its origins. Furthermore, the lack of a flavor name on the front of the can (unless “Tasty” is the flavor name) will likely leave some consumers wondering what they are getting into. Otherwise, the design is clean, but slightly generic. Overall, Kill Cliff has enjoyable flavor and a thought out functional mix, but we definitely foresee some potential positioning issues for this brand.