FITAID Energy® Disrupts So-Called Clean Energy Drink Market
The naturally sweetened and green-tea caffeinated addition to FITAID Sports Recovery line promises to revolutionize energy drink industry.
Santa Cruz, Calif., April 12, 2022 - LIFEAID Beverage Company has released a new line of clean performance energy drinks. The FITAID Energy® collection is the long awaited clean-caffeine addition to their original Sports Recovery product, FITAID®, boosted with 200mg of caffeine from green tea. The FITAID Energy + Sports Recovery blend is naturally sweetened with only 15 calories, no sucralose, no aspartame, and no fillers. Available in four electric flavors: Mango Sorbet, Peach Mandarin, Blackberry Pineapple, and an on-line exclusive Raspberry Hibiscus, FITAID contains no artificial flavors or colors.
“This is the evolution of energy. Energy 3.0,” says LIFEAID Co-Founder and President, Aaron Hinde. “FITAID Energy is unlike any other energy drink on the market. Our clean caffeine from green tea helps fight your fitness fatigue and contains our original post-workout recovery blend which includes BCAAs, Turmeric, Electrolytes, Vitamins B, C, D3, E, and more. All of our hand-picked ingredients have met the highest supplement standards and remain vegan, non-gmo, and gluten-free. Coupled with no sucralose, and no taurine, FITAID Energy is the future of clean performance energy.”
LIFEAID Beverage Company has long held itself to the highest standards of product design and formulation. The LIFEAID research and development team spent a year formulating an optimal blend of clean caffeine and quality supplements to give athletes an all-in-one solution without compromises. Each of the four flavors have a clean, crisp finish and avoid the aftertaste often associated with energy drinks.
“We started LIFEAID to disrupt the legacy of sodas and energy drinks already in the market. Over the years, we’ve started to see emerging energy drinks in retail. We didn’t consider many of them necessarily healthy from their ingredient deck. Nearly all of them are artificially sweetened with sucralose or aspartame, which as we know kills your gut microbiome.” says LIFEAID Co-Founder and CEO Orion Melehan.
FITAID Energy is available at the company’s website, Lifeaidbevco.com, Amazon, and select retailers including, Vitamin Shoppe, Harris Teeter, HEB, HyVee, QuickTrip, Circle K, Stop & Shop, Big Y, Safeway Southern, United Market Street.
Melehan continues, “We embarked on a year-long endeavor of creating a superior product in terms of functionality, a clean ingredient deck with our naturally derived caffeine from green tea, and lowered the calorie count to 15. We did this while staying within our brand guardrails to keep it naturally sweetened. I’m confident that you will love them as much as we do!”
About LIFEAID Beverage Co.
With a focus on great tasting, wellness enhancing, and functionally driven supplement products, LIFEAID Beverage Co. has become a trusted brand among athletes, health-conscience, and performance-minded consumers. Headquartered in Santa Cruz, California, LIFEAID is home to premium performance products and passionate people. Their portfolio of better-for-you supplements contains both ready to drink and powdered mix blends including FITAID, FOCUSAID, IMMUNITYAID, DREAMAID, PARTYAID, and now FITAID Energy + Sports Recovery. Visit lifeaidbevco.com to learn more.
In an article published this past Sunday in San Jose's The Mercury News, LIFEAID co-founder and father of two Aaron Hinde shared the importance of educating our youth about the dangers of high caffeine levels in beverages and energy drinks. Here's the article:
PRESS RELEASE: Beverage Biz Insights | Dec. 12, 2018
LIFEAID Beverage Co. has a full slate of activities on tap for 2019, including overt push into energy drink occasions via tweak to FocusAid!
The entry will dial up (natural) caffeine and buildout of DSD network in western part of the U.S.
Co-founded by Aaron Hinde and Orion Melehan in Santa Cruz, California, started with FitAid—entry that was keyed to then-burgeoning CrossFit channel, challenging incumbent brand Kill Cliff and successively adding range of other carefully targeted entries under monikers like FocusAid, TravelAid, PartyAid and even GolferAid, moving from natural/specialty into grocers and then mass/drug channels. Unusually, what might be viewed as its core brand, LifeAid, did not emerge until the company was making transition from specialty channels to general grocers and c-stores. By now, SPINS data indicates that LIFEAID various brands collectively rank #3 in natural energy/functional set, behind Hiball and Rockstar; in conventional grocery, they’re #23 with just 7% ACV. The company has been adept at moving product online, 2018 will mark the first year that brick & mortars outperform the still-growing online biz, which has been stepping up Amazon/Prime activities, Aaron said in discussion Mon.
But FitAid remains the horse, absorbing 90% of the company's marketing spend, followed by FocusAid (generating 80% of volume of FitAid), with PartyAid and LifeAid vying for #3. The company recently transitioned TravelAid, with highly polarizing ginger bite, to ImmunityAid, in time for winter flu season, and anticipates it will move into #3 sales slot. Revamped item has quickly won 5K retail authorizations, Aaron said, and sold more in 1 month than TravelAid had in 12 months.
As for FocusAid, that entry has performed well, ranked as #2-selling item, but LIFEAID thinks it can do better. In effort to exploit energy occasion, co next month will dial up caffeine content from 45 mg currently to 90-100 mg range, with enhanced caffeine punch flagged prominently on package. Caffeine sources will remain Yerba Mate and Green Tea Extract. That will allow FocusAid to go head to head vs. energy drinks, Hinde indicated.
By now, the LIFEAID brand is ready to make big DSD push, in part to do better in immediate-consumption channels, and it’s been recruiting western houses like Hensley in Arizona, New Age in Denver, Golden in Utah and Bonanza in Las Vegas, with California soon to be inked in. On retail front, a 400+ store test in CVS is being expanded to 1,500 stores, while a 440-store test in Walmart will expand to all 3,500 stores with new functional sets. Brand’s c-store presence remains slight, including Terrible’s chain in Las Vegas and some 7-Elevens in Hawaii, and boosting that will be priority for 2019.
LIFEAID also will test international waters in markets like Australia, New Zealand and Europe,
particularly Nordic countries. Its main marketing/sampling vehicle has been Spartan Races, which allowed it to get its cans into nearly 1 mil consumers’ hands, between participants and spectators, this year.
For more information about LIFEAID Beverage Company and their full line of clean, nutritional blends to supplement your lifestyle, visit LIFEAIDBevCo.com.
Source: Beverage Biz Insights