In the U.S., most consumable products fall under the jurisdiction of the Food and Drug Administration (FDA). This means that if a company wants to sell cereal or over-the-counter medication, it must adhere to certain guidelines, from the ingredients used in its product, to the packaging the product comes in, to the claims made about the product during the marketing process.
But these guidelines do not apply to every type of consumable good. In this case, supplements. As a result, some supplement companies choose to rely more on hype, buzzwords or even outrageous claims to sell their products rather than sound science. But one new supplement company, Revere, is aiming to change that trend.
To sell its plant-based energy drink mixes, Revere is relying on an advisory board comprised of fitness and nutrition experts to ensure that all marketing is scientifically accurate. The full biography of every board member is detailed on Revere's website for consumers. From a professional sports coach to a doctor of exercise physiology, these members certainly suggest qualification that goes beyond trending fitness slogans and buzzwords.
According to Revere's website, one of the company's main goals is to make nutritional drink mixes that are a "world away from those giant tubs full of sketchy stuff you can’t pronounce." To do this, Revere has made their drink mixes as nutritionally sound as possible by making them as simple as can be. Revere's offerings include just three different mixes, with ingredients listed boldly on the front of their packaging. For example, their peach tea flavored Energy Mix, which is meant to be consumed before a workout, is comprised of sweet potato, pomegranate, green tea, and beetroot.
Because Revere's drink mixes are vegan and contain no nuts or soy, they are safe for many consumers who might not be able to safely use traditional supplements. Revere offers customers two ways to buy their unique drink mixes, which include one meant for pre-workout and two meant for post-workout. Customers can either purchase individual mixes on their own, or fill out some basic information about themselves, such as their height, weight, and age, and let Revere create a customized monthly subscription box for them.
"We are not claiming to have created a new super-pill with mythical powers," CEO Matthew Scott said during an interview with TechCrunch. "Rather we’re making it simpler and easier for people to adopt the basic principles of whole-food nutrition that decades of research and intuition have proven to be true."