In The Energy Drink Market, Newcomer EQ Does It with Class
Flavored medicine and tired drivers lead to the next generation of energy drinks as EQ, Inc., announces the launch of its new caffeinated tablets.
(PRWEB) November 29, 2006 -- With more than 500 new energy drinks launched this year, it takes a lot to stand out. Perhaps that's why energy drink companies have become so brazen in their marketing -- promising everything from a celebrity lifestyle to 'legal highs,' resembling the effects of narcotics. The energy drink market has been flooded in recent months by companies trying to one-up each other in both energy kick and shock value. In some instances, they've crossed the line. Major chains have decided not to put up with over-the-top gimmicks and poor taste, and parents are concerned their kids are being sold the last thing they need -- more sugar.
So in a market where competitors are struggling to outdo each other, pushing consumers' tolerance levels to the limit, how does one stand out?
EQ, Inc., a start-up based in Bethesda, Maryland, believes it has the answer. Taking a different approach to energy drinks, EQ combines functionality with the convenient form of an effervescent tablet, and is also sugar-free. When dropped into any beverage, the EQ tablet dissolves rapidly, leaving little to none of the unappetizing residue common among effervescent products. A spin-off of FLAVORx, a company dedicated to making medicine taste more palatable, particularly for children, EQ is grounded in the concept of giving people a healthy alternative in the world of energy drinks. The product launched nationally this fall, debuting at Rite Aid and GNC stores across the country.
Why would a company focused on improving the taste of medicine jump into the hyper-competitive world of energy drinks? Like most innovative ideas, the EQ tablet was developed to solve a problem, in this case as a FLAVORx initiative to help its employees stay awake and alert on long, cross-country business trips. As FLAVORx grew and was offered in more locations across the country, its team of product agents had to drive long hours to reach all of their pharmacies for training and hit as many doctor's offices as possible to explain the merits of flavored medicine. Many representatives, some of whom labored on the road for as long as twelve hours, turned to energy drinks to keep them going. However, many didn't care for the taste, and didn't find it professional to haul large energy drinks into an office or clinic setting, particularly with the negative images associated with them. The predominant concern, though, was that none of the agents liked the high cost of purchasing energy drinks at every rest stop. After hearing many stories of 'road fatigue', CEO Kenny Kramm decided to do something about it.
"I wanted to create something healthy that would keep them awake, but not make them cringe at the taste. Something that was small and easy to carry."
EQ had an edge when it came to formulating the taste, coming from a company that has a core competency in flavoring. With B Vitamins, Ginkgo Biloba, and now Vitamin C and Zinc, the healthy side also fell into place.
After Kramm's daughter, Sarah, recently went off to college, she started using EQ to help her study and keep going after late nights. Other students took notice and began asking Sarah where they could find EQ. The result was a campus-wide phenomenon. Seeing the popularity in the collegiate world, Kramm decided to package and sell the product.
When the time came to choose an image for the new product, there was a realization that the typical 'extreme' image of energy drinks didn't align with EQ's persona. Kramm, with the help of his daughter, decided instead to give EQ a distinctly healthy, collegiate look. Smart, young, and classy, EQ can be at home in the party scene, but with the inclusion of Gingko Biloba as a memory and retention booster, it's also a great study aid for students hoping to ace exams. For those who have partied a little too hard, EQ can get them going in the morning and has the extra benefit of alleviating hangovers.
"EQ fits well with the collegiate lifestyle, which is as unique as the students themselves," says Kramm.
Perhaps what most attracts college students to EQ is the price -- about half the cost of a standard energy drink. Its creation and continued success can be best described through one of Kramm's daily mantras, "Necessity really is the mother of invention."
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