Harcos Laboratories’ new launch, Blood Energy Potion, combines novelty and function in a high-power energy shot. Taking the current vampire trend to a whole new level, the fruit punch-flavored drink looks like blood in a package that is designed to mimic an IV drip. The package claims that, in addition to the overall look and feel of the product, the iron-, protein- and electrolyte-rich formulation also has a similar nutrient make-up to real blood. The Blood Energy Potion claims to provide four hours of sustained energy, which is also on-trend, as sustained energy claims are increasingly prevalent in energy shots and drinks. Overall, this product is certainly pushing the envelope in creating an experience for consumers brave enough to try it.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail atillman@mintel.com.pf