A preliminary study in the US assessing the efficacy of 5-Hour Energy found that the energy shot did not ‘significantly improve’ brain activity and reaction times versus plain water with added caffeine.
Big interview: Eric Schnell, founder MetaBrand; co-founder I AM Enlightened nutrition, Healthy beverage Co (Steaz teas)
Want to get a slice of the action in the shots category? Build a brand with a compelling story or ‘mission’, and formulate a product that delivers a discernible effect on consumers in 20-30 minutes, or you’re wasting your time, beverages and shots guru...