Function Drinks Explained

Function Drinks
Foundation:	2004
Founder:	Alex Hughes, Dayton Miller, Josh Simon, Will Harbin^[1]
Location City:	Los Angeles, California
Industry:	Beverages
Products:	See products section
Revenue:	US$10 Million (est.) (2007)
Num Employees:	50
Homepage:	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: 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 vitamin B), vitamins B and B, 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.

External links

• 2008 article about the company in New York Magazine

Notes and References

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