As the energy drink market, especially in the U.S., continues to grow and develop, companies increasingly look for ways to differentiate themselves in the marketplace. Some focus on the amount of caffeine or other ingredients, while others offer larger sizes that provide more refreshment. More and more products provide additional health benefits. Vemma Nutrition’s Verve! beverage contains a proprietary ingredient blend most often associated with dietary supplements and is positioned on-can as “the insanely healthy energy drink” that is “a radically different dietary supplement.”

The company suggests the product is three products in one: an energy drink; a vitamin and mineral supplement; and a powerful mangosteen/aloe juice phytonutrient source. This combination of formulation--with mangosteen, aloe vera and green tea--and unique positioning provides a platform truly different from competing products.