Shot strives to innovate
Whilst many more of us are choosing to boost our protein consumption due to the associated health benefits of maintaining lean muscle mass, the classic powders and shakers format still carry with them the gym-rat or bodybuilder stigma, which is attractive to some but not so much with the masses.
This has resulted in a wave of on-the-go protein products with the market now showing signs of saturation as it reaches it’s peak, particularly among dairy protein drinks and the sneaky use of soy.
The body’s most abundant protein
Opting to offer something a bit different is V12, a 60ml protein shot that includes 24 grams of hydrolysed collagen protein. Collagen is the most abundant protein in the body. It is in our skin, hair, nails and bones as well as connective tissue. Collagen protein has a unique amino acid profile with bio-active peptides that are easily absorbed and digested. So in addition to the more common lean muscle benefits, with collagen protein you also get additional benefits such as joint maintenance.
Strong taste attempts to compensate for weak visual appeal
The shot includes a mix of both natural and synthetic preservatives, flavourings and sweeteners with the taste of being akin to a sour apple shot, using intensity of flavour used to imply a more effective functional drink.
The look of the product however leaves a lot to be desired. The red packaging and the V12 name is possibly an automotive reference, but how that relates to the product is anyones guess. It visually communicates virtually nothing about the product or brand and sounds more like a vitamin drink.
Overall the quantity of quality protein, compact format, shelf life and price point mean that V12 does provide an effective way to build up a stash of alternative protein. A few tweaks in the looks and possibly taste and ingredients front could put this onto a winner.