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Caffeine shot shakes up energy category

A new aerosolized product provides consumers with a shot of caffeine, vitamins, and natural flavors from a portable, single-use dispensing device.

Secondary packaging is designed to appeal to impulse buyers at the c-store counter.
Secondary packaging is designed to appeal to impulse buyers at the c-store counter.

A multi billion-dollar product category defined by innovation and fueled by explosive growth, the energy product landscape is dominated by a few key players. But by employing what it believes is a transformative aerosol technology, product developer AeroDesigns, Inc., of Cambridge, MA, is hoping to change that scenery. In January, the company introduced AeroShot™ Energy, an aerosolized caffeine product that is delivered through the mouth from a lipstick-sized, single-use device.

“We felt the energy category was missing a real product experience that could meet the high demands and expectations of the 18- to 30-year-old energy consumer,” relates AeroDesigns senior director of marketing Eric Freedman. “This is a consumer who is living an on-demand, 24/7 lifestyle. They are increasingly conscious of what’s important to them and what goes into their bodies, and they are making choices that reflect that. They are looking for a product that is not only an expression of themselves, but also of their generation.”

AeroDesigns was founded by Harvard professor Dr. David Edwards, a pioneer in the field of aerosolized medications and vaccines. He developed the AeroShot product in a particle size “small enough to travel through the air and fall into the mouth where it dissolves rapidly, but large enough so that it does not go into the lungs,” explains Freedman. Each single-serve device holds 100 mg of caffeine, a mixture of B vitamins, sweeteners, and one of three natural flavorings—lime, green apple, or raspberry.

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