Energy building behind local drinkby Jason Futch Energy drinks have become all the rage in the past decade. You are probably familiar with the big brands like Monster, Red Bull or Celsius.
Brett Claussen and Jamie Stark had a vision to up the game in a way that is unique by incorporating nootropics – a blend of dietary supplements that can boost mental performance and improve mental clarity – into an energy drink designed for long-term focus. They called their creation Crani-Yum. The drink has become a hit throughout Nebraska and it expanding around the region, being found on the shelves at Hy-Vee and other stores. In North Bend, local consumers can find Crani-Yum at Liquid Courage and the North Bend Mini-Mart. Liquid Courage owner Matt Kroeger said the energy drink has found a popular following with the 18-to-24 age group at his store. “Grapefruit soda and Dr. Yum are the best sellers,” he said. Kroeger added he was partial to the blue twist flavor, which tastes like blueberries. How did two guys from Plainview emerge onto the energy drink scene? “We grew up together,” Claussen said. “I always like to add that his father was my basketball coach from fifth to eighth grade. I’ve known Jamie for a long time.” Both Claussen and Stark said following high school and into their college years, they became best friends and roomed together. While Stark would become a teacher, Claussen pursued business in the nutritional field, working for Rexius’s Norfolk location in 2012. By 2016, both he and Stark moved to Fremont where they have entered into the fold of supporting local athletics and taking part in community events. Eventually, the two partnered to open the Rexius Nutrition location in Fremont and a gym in Maryville, Missouri. Three years later, they wanted more. Enter Crani-Yum. “We were standing in front of the drink cooler one day and wondered, ‘Do we open another store? Another gym?’” Claussen said. They decided their next business venture would be in a different direction. “We were ready for the next thing to sink our teeth into,” Stark said. “So we started talking about different ideas. While we were picking out our energy drink of the day, the idea dawned on us to create a drink that would could add a functional element to it.” With the help of those in the nutritional supplement field, along with their experience in operating health stores and gyms, they went to work sans lab coats and goggles. Stark said while traditional energy drinks tended to have only large amounts of caffeine and some vitamin B, he and Claussen were aware of the positive effects of nootropics and had tested specific versions to use in the drinks. Once they selected the nootropics to use, they located a company to help build the drink. A year and a half ago, they moved away from outsourcing to producing flavors in-house, with Stark now building the flavor profiles for the drinks. They also were ahead of the curve when it came to eliminating artificial colors, something they did not want in the drink at all. Read the full story in the print or e-edition. <<Back to the front page |
