Function Drinks

Function Drinks
Type	Privately Owned
Industry	Beverages
Founded	2004
Founder	Alex Hughes, Dayton Miller, Josh Simon, Will Harbin^[1]
Headquarters	Los Angeles, California
Products	See products section
Revenue	US$10 Million (est.) (2007)^[1]
Number of employees	50
Website	Function Drinks

Function Drinks is a Functional Beverage company based in Los Angeles, California. The company was founded in 2004 by spine surgeon Dr. Alex Hughes, along with Josh Simon and Dayton Miller. The team launched their first product, Urban Detox, in Southern California in 2005.^[2]

In January 2008, Function Drinks was named the "Overall Best New Product" and "Best Functional Beverage" of 2007 by BevNET.^[3] Function is distributed nationally in Whole Foods, Target, and other retail chains.

Functional Platforms

Function Drinks bottles

Function: ALTERNATIVE ENERGY

Functionality: sustained released energy, typically lasts 1 to 2 hours^[2]
Flavor: Citrus Yuzu (Replacing Tangerine Yuzu), Strawberry Guava
Key ingredients: Muira puama, Epimedium, Catuaba, and Yerba mate

Function: BRAINIAC

Functionality: Improve brain function^[4]
Flavor: Carambola Punch
Key ingredients: N-Acetyle-Cysteine, Vitamin E as Mixed tocopherols, Zinc Picolinate, Soy phosphatidylserine, Ginkgo biloba.

Function: LIGHT WEIGHT

Functionality: Boosts metabolism, curbs cravings for sugar and other carbohydrates^[2]
Flavors: Açai Pomegranate, Blueberry Raspberry, Peach Mango
Key ingredients: EGCG, Resveratrol, and Gymnema.

Function: URBAN DETOX

Functionality: Recovery from hangovers; clears particulate pollution from lungs and sinuses^[2]
Flavors: Citrus Prickly Pear and Goji Berry
Key ingredients: N-Acetyle-Cysteine, Prickly Pear Fruit Extract, B vitamins (riboflavin or bitamin B₂, vitamins B₆ and B₁₂, folate.

Function: WATER

Electrolyte-enhanced, vapor distilled water^[2]

Advocates

Function has developed a strong following in the Hollywood community, with fans ranging from Madonna, Shakira, Tobey Maguire, Lauren Conrad, Keanu Reeves, Kelly Slater, celebrity trainer Tracy Anderson, and pro snowboarder Jake Blauvelt.

References

1 2 Beverage World. "Beverage World: Nutrient Advanced". Beverage World Publications Group. Retrieved 2007-12-13.
1 2 3 4 5 BevNET. "BevNET Review". BevNET. Retrieved 2006-08-02.
↑ BevNET. "The beverage industry's best of 2007". BevNET. Retrieved 2008-01-07.
↑ dietFacts.com. "function:® Nutrition Facts - Brainiac, Carambola Punch flavored". Strategic Office Solutions, Inc. Retrieved 2011-04-30.

External links

2008 article about the company in New York Magazine

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