COLUMBUS, Ohio -- Lining up a roster of big-name convenience-store chains and distributors in the past year, Life Support Development, a functional shot company, also recently launched a caffeinated Red Label Recovery Shot.
The new anti-hangover product features zero grams of sugar, a new berry flavor and the same ingredients found in the classic formula, including hovenia dulcis or Japanese raisin tree fruit extract.
“Our research has shown that a majority of customers are buying Life Support as hangover prevention, between 2 p.m. and 9 p.m., and according to a leading retailer, coffee and energy shots are the No. 1 item purchased with a Life Support, implying that our customers are still seeking energy,” said Shannon O’Shields, director of marketing. “Life Support Red Label addresses this issue by providing 190 mg of caffeine for an added energy boost, and zero grams of sugar to prevent that afternoon crash commonly associated with energy drinks.”
The company has signed more than 23 new retailers this year, it said, including 7-Eleven, Casey’s, Mapco and Love’s, adding to its roster of nearly 8,000 locations, which include Circle K, Kroger, and Giant Eagle, among others.
Life Support has also partnered with distributors such as McLane, Core-Mark and Eby-Brown.
“One year ago, we were a small startup in Columbus, Ohio, and now customers are requesting our product in every area of the country,” said Brad McKean, director of sales.
The company said it has achieved record growth through the first 10 months of 2016 and that it has expanded its work force by more than 40% this year.
In 2016, Life Support also worked to grow its global footprint, expanding internationally into India, Southeast Asia, Mexico and Canada by the end of the year.
Columbus-based Life Support is privately held by Cheryl Krueger, founder of Cheryl’s Cookies (a division of 1-800 Flowers), and other investors, including former Ohio State, Green Bay Packers and Cincinnati Bengals linebacker A.J. Hawk.
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