Beverage Industry

Taster's Voice

November 1, 2004

Taster’s Voice

Picking up on the low-carb trend, Nitro2Go High Energy Drink Lite offers 5 grams of carbohydrates, 20 calories and 4 grams of sugar per 8-ounce serving. Because the product is targeted toward women, we had an avid female athlete give the new drink a try. While she didn’t think the package was designed for her, she did like the taste as well as the idea of a low-carb, low-sugar alternative to energy drinks on the market.
Body fuel
Nitro2Go has released Nitro2Go Lite, a low-carb version of the original “high octane body fuel” in 8.4-ounce and 16-ounce cans. Each 8-ounce serving provides 100 percent of the recommended daily allowance of vitamin C, niacin and vitamin B12. The beverage is sold predominantly in convenience stores in Chicago, Southern California, Arizona, Nevada, and Dallas, Fort Worth, and Houston, Texas. It retails for $1.99 per 16-ounce can.
Nitro2Go Lite
Nitro2Go Inc., Highland, Calif.
Telephone: 800/250-2345
Internet: nitro2go.com
Distribution: Select markets
Ingredients: Filtered water, high fructose corn syrup, citric acid, sodium citrate, natural and artificial flavors and colors, sucralose, caramel color, taurine, glucuronolactone, ascorbic acid, caffeine, sodium benzoate, potassium sorbate, inositol, niacin, pyridoxine HCL (vitamin B6), pantothenic acid, cyanocobalamin (vitamin B12)
This month’s contender:
Brigitte, triathlete/snowboarder
Here’s the skinny…
Packaging:

“It is geared toward younger people — 18 to 25 year olds — because of the graphics, and it’s probably skewed toward men. The package is too busy. I don’t think women are going to drink [a can that size] because of their concerns with calories, carbs, etc. I think it would appeal to a mountain-biking consumer.”
Taste:
“It tastes good… almost like Mountain Dew. The color looks like beer, which I don’t think is good for a female demographic.”
Would you buy it?
“I would buy it based on taste, not the package.”
Last call.
“I like the ‘body fuel’ idea.”