XITE Energy, the first UK nootropic drink which includes three active nootropics, has undergone a complete rebrand. The launch of a more colourful can design, for both Peach & Passionfruit and Raspberry & Watermelon, highlights the benefits of nootropics, whch help to maintain cognitive health, focus, well-being and performance.
the pandemic has made consumers even more health conscious
The pandemic has been a time to reflect on the direction of the business, leading to the decision to redefine the XITE brand. Recent research (Mintel 2021) suggests that the pandemic has made consumers even more health conscious, with the majority seeking ways to fight ‘pandemic fatigue’ and boost both their emotional and physical wellbeing.
The drink provides consumers with a healthy energy alternative. ‘The natural caffeine keeps you going for longer without a crash, and the nootropics will help you keep focused for longer, making you mentally and psychically sharper’, Oliver Bennett, Co-founder, XITE Energy said. ‘It is also 100% vegan, zero sugar, diabetic friendly and full of ginseng and b-vitamins.
Since we launched XITE in 2018, we’ve sold over 1 million cans
‘Since we launched XITE in 2018, we’ve sold over 1 million cans, making repeated small tweaks to our branding. Finally we’ve got it right. Now, the new look and feel of our cans really reflects our core values and projects the healthy image that the quality of the ingredients deserve.’
Megan Jones, Co-founder, XITE Energy added: ‘During customer sampling, we realised that the products appearance failed to convey the product’s USPs. So we went back to the drawing board, starting with the reasons behind our original launch of XITE. It became evident that our branding wasn’t meeting customer expectations. At its core, it is a functional drink to help with mood, motivation, concentration and creativity.
‘Our USP is the nootropics, which contribute to the body’s processes with all of these. It made sense to make that clearer on the can’, Megan said. ‘This year has been emotionally intensive for us all. That’s why, with this rebrand, we wanted to really highlight the benefits of the mood-boosting nootropics in XITE by highlighting on front of pack that it supports mental performance and wellbeing.’ It’s all been a massive learning curve for Oliver and me . We’ve learned from our mistakes, listened to our customers and listened to retailers. We’ve experimented and our brand identity has become really strong as a result.’
So, what does ‘nootropic’ mean?
According to Wikipedia… Nootropics (colloquially known as smart drugs and cognitive enhancers) are drugs, supplements, and other substances that are claimed to improve cognitive function, particularly executive functions such as memory, creativity and motivation, in healthy individuals.
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Want to know more? https://drinkxite.com
XITE is included in ARN’s Ones To Watch
