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March 19, 2009
Does everything now have caffeine in it? I like energy, need it all the time. I probably drink 2 or 3 Red Bull's a week (week, not a day). That would be alcohol free consumption. Add Jaeger Bombs and that may add a couple cans to that weekly number.
So as a convenience store guy, I'm seeing more products that are delivering caffeine, and I'm trying to understand why. This is a crowded space. We've just seen the creation of the 2 ounce energy shot category. Congratulations to 5-Hour Energy on a very impressive roll out. If you can't find 5-Hour Energy, you are not in the United States. Great job of first marketing and selling in to the convenience stores, and even big box retailers (I've seen 5-Hour at Home Depot). Now their marketing and advertising to the consumer has followed perfectly. Lot's of copy cats is also an indication of a job well done creating a vibrant market. 5-Hour Energy's first mover advantage looks significant, too.
This energy shot category is now here to stay. I personally don't get the need. Red Bull created the energy drink category, despite pioneer efforts from Jolt Cola. Jolt had FMA, but Red Bull is the one that made it happen. We still have Mountain Dew, Coca-Cola, All the 16 ounce cans, and let's not forget plain old coffee. Starbucks just rolled out an instant coffee, Via.
Stacker has been making energy pills that can keep you up for days, for years. FRS is a company that is selling "healthy energy." One of their products is an energy chew, like a Starburst. I have seen other energy chews. Caffeinated gums, like Mad-Croc are showing up on every candy shelf and candy MVE.
Can we create a sophisticated, prepaid energy card, for adults?
We must begin working aggressively to create a caffeine delivery system that will work with the NJOY NOW prepaid card. What if we can somehow attach a scratch and sniff coating to the card, that when inhaled delivers a burst of energy? NJOY NOW could be so much more then just a porn card. We will create the at home entertainment cure for sluggishness. Hold it, could this also be a recipe for insomnia? We better think this one through a little longer. Maybe a caffeinated, and non-caffeinated NJOY NOW card?
OK, ideas don't always clear the vetting process. I just wanted to illustrate that there are crowded categories in our convenience stores, and we may want to encourage and create new categories, instead of overloading the currently well covered ones. I personally would like to stop an entrepreneur from creating a Red Bull Beef Jerkey, or a 5-Hour Energy Eye Drop. We are not ready...
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