![]() ![]() "If I'm tired, am I also thirsty? Is that like having a headache and a stomachache?" mused Bhargava. It would also face off against some of the most established brands in the world put out by the likes of the Coca-Cola and PepsiCo.īut Bhargava's new concoction didn't have to be a 16-ounce beverage or, for that matter, a beverage at all. As an energy-giving beverage, the new product would have to compete for refrigerator and shelf space with an ever-increasing batch of brands, the biggest of which was Red Bull. He got to work setting up his own lab and forming a company he called Living Essentials.īhargava quickly realized that a 16-ounce beverage would not succeed in a market saturated with long-standing brands peddled by deep-pocketed companies. He looked over the label and made a mental note of its ingredients and thought, "How hard can it be?" Most people without a science or nutrition background would never dream of trying to come up with their own recipe for a product intended for human consumption. I can sell this.'"īut when he talked with the drink's owners to discuss potential partnerships, Bhargava learned that they were not interested in selling or even licensing the rights for the product. Not only was he wide awake, but his levels of focus and awareness were enhanced. "For the next six or seven hours, I was in great shape," Bhargava recalls. that evening, Bhargava was concerned that he not would be able to stay awake, let alone pay attention. The 16-ounce concoction claimed to boost energy for hours. But after only a couple of months, he grew tired of doing nothing and began looking for a product he could license and turn into the "next big thing." With that in mind, he attended a natural products trade show in Anaheim, California.Īmid meetings with numerous companies, he happened upon the booth for an energy drink developed by a group of PhDs. India-born Manoj Bhargava had sold his company-an outdoor furniture components maker-and retired to Michigan with his wife and son. How did 5-Hour Energy become so big so fast? By targeting the right kinds of customers with a product that gives them exactly what they want at precisely the right moment. This upstart brand has had a huge impact on the beverage industry. You may even be among the more than 4 million people in the United States who have collectively consumed 9 million bottles of 5-Hour Energy in just the past seven days. You've no doubt heard of 5-Hour Energy-the small red bottles filled with an energy-infused elixir, located alongside the candy and gum near the checkout at most grocery and convenience stores. Company Case: 5-Hour Energy: Hours of Energy without the Beverage ![]()
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