I sell energy gel (syrup food) for consuming during high intensity, endurance athletic activities.
My core target consumer is male, 20 - 40, athletic, soulful, loves adventure, working out, and aspires for great feats of physical activities.
My brand manifesto:
Johnny's RocketFuel. Born from a regular guy who found the best days in life were the ones spent grunting thousands of feet uphill then turning around and screaming downhill with the biggest grin I could fit on my face. A man whose soul bursts wide open like a fiery explosion in pure blackness when adventuring in the outdoors. Like many weekend endurance adventurers, I've grown increasingly frustrated with energy gu's and gels. You see, I cramp. A LOT. And energy gels never helped a lick. They insulted my taste buds with cloying sweetness and Jolly Ranger flavors, formed a sticky paste in my mouth, and used obscure ingredients that didn't seem like real food. It's time to change the energy gel game. I read the REAL science - every sports medical journal around - to find the unbiased facts behind endurance nutrition. Then, I spent weeks in my kitchen perfecting the taste, ingredients, and consistency which became RocketFuel - the ultimate fuel for maximum endurance performance and cramp reduction.
I source only real organic foods like tapioca syrup, ginger, cinnamon, chocolate, cayenne, and coconut sugar cause that’s what I want in my body. No unknown "Natural Flavors". No industrially produced cane sugar, brown rice syrup, or mystery sweeteners.
It turns out that all the electrolytes in the world won't stop you from cramping. It's fatigue and your nervous system on overload. But you can fight back. RocketFuel crushes cramps by with a spicy jolt nervous system telling it to "Calm the down kid. I'm in control here. And I've got a lot more in the tank."
I believe deeply in protecting and preserving the environment that we're so fortunate to play in. That's why I won't put RocketFuel in a little disposable pouch. It's only sold in larger, recyclable tubes along with re-usable, dishwasher friendly PocketRocket pouches (sold separately). Plus, through the purchase of carbon offsets the product is 100% carbon neutral. Finally, 50% of all profits go to support organizations with a mission to fight global warming. We need our glaciers.
RocketFuel ignites your inner fire so you can press past your previous physical edge. It reaches through your chest, pulls out your still-beating heart and says, "We got more here, boss. Now let's get to work." This isn't just another energy gel. This is the fuel your primeval soul has been craving so you can run, ride, grunt, and crush to your true potential. THIS IS Johnny's RocketFuel.