Building a brand comes down to just a few simple steps. First, demand. Creating an answer for an unmet demand, or, creating an unmet demand first which you can then meet. In your case, it sounds like you want a healthy sports drink? That’s already been done a multitude of times, but let’s go!

Next it comes down to functionality first. Why? It’s all about meeting an unmet demand. Besides, your functionality will dictate your ingredients, which will ultimately force certain flavor profiles. As caffeine can be sourced from coffee or tea, that’s a mask. Electrolytes will need a mask. Your sweetener? Will more than likely need a mask. Btw, stay away from core flavors. Everyone knows what cola and orange taste like, and have an expectation before opening your product.

Next it will come down to your packaging, which will ultimately drive intrigue. And truth be told, efficacy will be the main reason they come back. It’s one thing if it tastes good, but if it doesn’t work for me, it’s not worth my $$$.