Three recent Penn State graduates are hoping an energy shot helps them make strides toward success after college.
Mike Kulik, Jon Sanchez and Doug Weaver are three of the four founders of Krave Life, LLC -- a company that makes the Krave Energy shot. All three graduated in Spring 2009 with finance degrees and believe they have found a "soft spot" in the energy drink market.
"We could easily become the No. 2 product in the industry," Kulik said.
Krave Energy can be found at "mom and pop" type shops and golf courses in Pennsylvania and Delaware. It can also be purchased for $1.99 at McClanahan's Student Store, 414 E. College Ave. The price is set to change for the fall semester, increasing to $2.79 a bottle, or $5 for two bottles.
Sanchez said McClanahan's introduced the shot the week before spring semester finals and has already repurchased the product -- something he thinks "bodes well."
Grace Mehalick, a manager at McClanahan's, said the store started off with 72 shots and is down to 11. She said she thinks the item has potential to fly off the shelves.
"We don't have many kids around here during this session," said Mehalick. "Once the kids come back in the fall, I think that's when it's really going to take off."
Kulik and Sanchez both agree and think Krave is very marketable because of its zero calories, grams of sugar and carbohydrates promise, refreshing flavor, and lack of a medicinal taste of any sort. Kulik said the blue bottle design and name will also help them market the product.
The name Krave sprouted from the idea that they didn't want to convey the message of a time-framed energy spike like other energy shots on the market.
"We just didn't want to be a copy cat off of anyone else," said Sanchez. "A lot of feedback we got from people is that Krave is a good name and very marketable."
The shot has a berry flavor and received positive feedback from random taste sessions for its sampling, Sanchez said. The idea for Krave Energy is not to create a cheap imitation of 5-Hour Energy and similar shots, but to use the "same high quality ingredients" and not cut any corners.
"We worked long and hard with the manufacturer to bring a quality product to the table," he said. "We wanted to bring something to the table that people would enjoy more, and that is exactly what we captured."
The Krave Energy shot is currently Krave Life, LLC's only product, but two more are in the works. Sanchez said they are working on a multi-vitamin recovery shot for mornings after long nights of drinking and a protein shot that could be taken after workouts. Drinks still in the idea phase are a sports drink and a canned energy drink.
Sanchez said Krave Life, LLC is working with major retailers and expect their product to have more national and regional recognition within the next few months, especially in Pennsylvania.
