The Shelby Report covers AvitaeXR launch at Expo West 2017

The Shelby Report covered the debut of Avitae’s extended-release energy drink, AvitaeXR, at Expo West 2017

AvitaeXR included in Splash Magazine’s Expo West 2017 recap

Splash Magazine’s Stephan Martin included Avitae’s new extended-release energy drink, AvitaeXR, in his annual Expo West recap article.

Avitae included on Bustle’s list of weird but genius foods

Bustle featured Avitae Caffeine Water on its list of ’18 Weird But Genius Foods You Won’t Believe People Are Buying On Amazon’

Go Time Now Lasts for More Time: Avitae to Unveil New Extended-Release Energy Drink Featuring Microbead Caffeine Technology


CLEVELAND — Avitae USA, LLC, the leader in the caffeinated water category, will showcase its line of extended-release energy drinks, “AvitaeXR,” at Natural Products Expo West, March 10-12, in Anaheim, California. AvitaeXR features exclusive, patented bead-based technology that controls the release rate of caffeine and provides consumers with up to four hours of energy without the crash.

“We’re excited to introduce Expo West attendees to our line of energy drinks and the cutting- edge, science-backed technology that makes extended-release caffeine possible,” said Norman E. Snyder, president and chief executive officer of Avitae. “AvitaeXR is a true innovator in the space in the way that it leverages the bead-based technology, uses natural ingredients and provides consumers with a longer-lasting energy boost without the crash normally associated with most energy drinks.”

AvitaeXR is also the first product in the energy drink category to be packaged in a can made from recycled, polyethylene terephthalate (PET) plastic.

“By selecting PET plastic over aluminum, consumers are able to actually see the bead technology featured in the beverage,” said Snyder. “The clear packaging is unique to this space, so AvitaeXR has an opportunity to attract curious shoppers with its innovative and eye-catching design as they walk down the energy drink aisle.”

The extended-release energy drink gives consumers an initial caffeine boost equivalent to one and a half cups of coffee (125 milligrams) before the beads slowly release an additional 125 milligrams. AvitaeXR retails for approximately $2.99 per 12-fluid-ounce can, contains 70 calories and is available in three flavors: Orange, Mixed Berry and Lemon Lime.

Developed by pharmaceutical scientists as a delivery system for active ingredients in beverages, the patented time-release microbeads featured in AvitaeXR allow for controlled delivery of natural caffeine to consumers. Once the microbeads are consumed, the release of caffeine is initiated by abrasion in the stomach and changes in pH levels between the stomach and upper gastrointestinal tract.

The microbead technology is backed by numerous third-party studies to validate claims that the technology slowly delivers a variety of active ingredients, including caffeine, for optimal body absorption. Studies were performed by an analytical testing lab specializing in pharmaceutical and nutraceutical research.

In addition to AvitaeXR, the company’s full line of non-carbonated and carbonated caffeine waters will also be showcased at Booth #5893 during this year’s Natural Products Expo West. Avitae’s unflavored and flavored non-carbonated caffeine waters contain natural caffeine derived from green coffee beans, zero calories, zero sugars, and have no bitter aftertaste. With varying caffeine levels to fit all lifestyles, the caffeine waters are available in an unflavored version and Pomegranate Açai, Tangerine, Blackberry and Strawberry Guava flavors.

Avitae’s carbonated caffeine waters, “Sparkling Avitae,” produced with carbonated purified water, contain natural caffeine derived from green coffee beans and natural flavors. Sparkling Avitae is available in Black Cherry, Raspberry Lime, Berry Kiwi and Mandarin Passion Fruit flavors and in an unflavored version.

To learn more about Avitae, stop by Booth #5893 during Natural Products Expo West or visit

About Avitae: Avitae USA, LLC is the leading caffeinated water company in the U.S. and provides consumers with an alternative to less healthy caffeinated beverages and sugary drinks. As an independent company, Avitae is committed to providing the healthy hydration you need with the natural caffeine lift and instant go that you want. Avitae offers flavored and unflavored non-carbonated caffeine waters that vary in caffeine levels to fit all lifestyles, including equivalencies to a half-cup of coffee (45mg), one cup (90mg), or one and a half cups (125mg). In 2016, Avitae introduced a line of carbonated caffeine waters, “Sparkling Avitae,” and a line of new energy drinks, “AvitaeXR,” that features cutting-edge, patented bead-based technology that delivers extended-release caffeine. For more information, visit

Shape Magazine includes Avitae in December issue

Shape Magazine included Avitae in an article in its December issue discussing the workout-boosting benefits of caffeine.

Avitae - SHAPE Magazine - December 2016 High-Res_Page_1


Avitae - SHAPE Magazine - December 2016 High-Res_Page_2


Avitae - SHAPE Magazine - December 2016 High-Res_Page_3

Winter Dehydration: Is it a thing?


All summer long we search for cold beverages and replacement liquids as we sweat through our workouts and daily tasks.  When winter chill finally arrives, we feel relieved and switch the water bottle for a latte.  This is one of life’s greatest deceptions.  The risk for dehydration in the body is actually greater in winter than in summer, and for this reason you may be running on empty and not even realize it!

The fact is, we lose more water in winter than we do in summer.  With central heating all around us, the dry air leeches water from our bodies.  This is the cause of chapped lips, dry, cracked skin and dry coughs.  All of these things can be helped and even avoided with proper hydration. We also lose more water through our breath during the winter.  Quite often over a pint a day dissipates from breathing!  In cold climates, the lungs have to heat up the air we take in to be the same temperature as our body.  This natural humidification process takes up more water and is the reason we see our breath come out as a vapor in the air.

Another overlooked factor in cold weather hydration is sweat.  If we’re not sweating, we don’t think we need to drink as much water.  The body is always losing water through the skin, but it’s not always as a liquid. Quite often the cold causes water to leave the skin via a vapor.  Have you ever seen someone look like they’re steaming?  This is especially common if you participate in outdoor sports or exercise in the winter months. Without heat and sweat to trigger our thirst, we are psychologically tricked into believing we don’t need that water bottle.

To add to the mental mind game, our bodies react differently in the cold.  Typically, a hormone is released to make us aware of thirst.  This hormone is not triggered as often when the body is cold, so you are simply unaware that you are thirsty.

No matter the time of year, it only takes a 1-2% drop in fluid levels for your body to enter dehydration.  In the winter, dehydration can be mildly uncomfortable to extremely dangerous as it increases your risk of fatigue, frostbite and hypothermia.  So, all of this is to remind you to always drink your daily water, 2-3 liters as a general rule.  When working out, drink more.  If you are more sedentary during the winter, you may get away with less.

For the super-efficient, well hydrated and mentally alert individuals, keep drinking your Avitae!  The all-natural caffeine will keep you going on those lazy winter days, and the pure, clean water will have your hydration levels at maximum!

Avitae-Website-Stores-02 smaller

The Mad Science of Water


Water seems like a simple thing: clear, flavorless, comes out of the tap and we drink it.  We could get a little more technical, but you get the point.  We feel pretty comfortable with what we know about water, but there are a few things about this liquid that seem more like magic than just a bottled thirst quencher.

Did you know water is sticky? 

Well its molecules are sticky, and they like to stick to other molecules.  This is how water can carry your blood up through the body defying gravity.  It’s also why water has surface tension and certain substances can literally rest on top of it. Have you ever seen oil sit on top of water?  Or how about when a glass is slightly too full, but the water doesn’t spill over the edge?  To be a little geeky, it’s the electrical charge in the molecules that acts as the “glue” keeping them together and creates a tangible liquid.  The opposite charges attract, kind of like a magnet, drawing the molecules together.

So, what does this have to do with Avitae? 

We’re water of course.  And this crazy substance is essential to you staying alive.  We’re also part of the world’s 1%.  How’s that?  Around 71% of the Earth’s surface is water and 96.5% of that is salt water.  2.5% of the water is in the polar ice caps, so only 1% is actual drinking water. So, that makes Avitae in the top 1% of water you need to fill your body.

This also means the water coming out of your tap is in the top 1% as well, so why should you choose Avitae over your tap?  Well for one, we most likely have a better filtration system.  Two, not only can we offer you plain water, we can fill your mouth with the subtle essence of tangerine, strawberry guava, blackberry and pomegranate acai.  Three, ours is the only water that has natural caffeine extract from green coffee beans to not only supply life giving H2O but also energize you for your day!

If all of that was not enough, we come from outer space.

Well our water did, sort of.  According to Scientific American and Kevin Zahnle, an astronomer with Nasa, most of the Earth’s water came from comets and asteroids hitting our empty planet about 4.5 billion years ago and filling it with ice which melted giving us water.  Ok, we know it’s a stretch, but we rather like the idea.

By the end of the day, all that matters is you need water to survive.  You need caffeine to thrive.  Avitae is the only one that can give you both in the same bottle!  Enjoy.

Avitae-Website-Stores-02 smaller

10 Tips to Survive the Night Shift


Nearly 27% of Americans work night shifts.  That’s a quarter of our population! So whether you are a night shift veteran or just switching to the late night hours, here are some things that can make your night’s work a little bit smoother.

1. A Good Night’s Sleep

You may be going to sleep well after sunrise, but all the basic principles of being well rested are the same.  Do your best to keep your sleep cycle during the same hours even if you have a night or a few nights off.  When you do sleep, black out your room as much as possible.  Light is more disruptive to sleep than sound!  It also needs to be as quiet as possible, so you may want to invest in a sound machine to block out the noises of the day.

2. Wake Up Right

Stop hitting that snooze button!  When you set an alarm, make sure it is early enough for you to have a leisurely morning and avoid all chaos.  When you keep hitting snooze, you cause an imbalance to your REM cycle making yourself sleepy throughout your shift.  When you wake up in a rush, your body releases all of your daily amount of cortisol in the panic. A peaceful morning ensures your body gives you a small dose of cortisol and saves the rest of this natural pick-me-up to be time-released through your waking hours.

3. A Healthy Lifestyle

This means diet and exercise!  Being physically fit will make life in general a bit easier, but when the stress of the night shift hits your body, being healthy will make it a whole lot smoother.  Try to exercise when you wake up or right before your shift.  Movement releases endorphins and adrenaline giving you a natural boost.

4. The Right Lunch

Your lunch break may be at 1 in the morning, but the quality of your meal still matters.  In fact, it may matter just a little bit more. Food is fuel, and the better the fuel, the more power you have to make it through the night.  Try to avoid empty carbs, high sugars, heavy dairy and large meals that may make you sluggish.  It’s better to base your meals around whole grains, nuts and seeds, fruits, vegetables, beans and lean meats like fish or chicken.

5. An Aptly Timed Snack

Food may be fuel, but that fuel doesn’t last more than 3 to 4 hours maximum.  If you ate lunch at 1 a.m., then have a power boosting snack around 3:30 or 4 o’clock.  This still doesn’t mean a bag of chips.  Try a peanut butter, honey and banana, pita or apple slices, granola and yogurt.

6. Time Management

Working overnight can make you cram in a lot of things right before you go to sleep, like last minute errands, writing that to do list and prepping meals and snacks for your next shift.  You need your mind to wind down before sleep, not get stressed over all the things that need to get done.  Try to do as much as you can during your shift breaks, so when you get off work, you can relax and go to bed.

7. Avoid the Screen

Light is meant to stimulate the brain and wake us up.  The light produced from electronics, be it TV, laptop, tablet or cell phone, has proven over and over to affect our sleep. If you must check your social media before going to bed, try installing one of the many apps available that filter the light on your screen.

8. Temperature Matters

Several studies have shown that sleep is disrupted if the temperature gets warmer.  Try to cool down your room an hour before you go to bed and keep it at a cooler temperature until you wake up.  This will allow your body to stay in a deeper rest.

9. Hydrate

A plain and simple fact is slight dehydration causes drowsiness.  Keep a thermos of cool water near you at all times.  Drink regularly throughout your shift. If you’re not going to the bathroom every hour or two, you are most likely low on fluids.  If you feel thirsty, you are already dehydrated.  Avoid high sugar, high Avitae-Website-Stores-03 Small Side Barchemical beverages, as they do not quench your body’s need for water.

10. Learn to Caffeinate Wisely

Did you know if you drink caffeine the moment you wake up, it can actually make you groggier?  It’s better to have your first influx of caffeine a couple hours after you wake allowing your cortisone to be released and reach ideal levels.  Also, you don’t want to caffeinate two to three hours before you go to sleep, allowing your adrenal glands to slow down.  So the best way to hydrate and caffeinate during your shift is to drink Avitae, caffeinated water.  With three levels of caffeine to choose from, getting your energy burst is a whole lot easier.

Stay Energized for the Game


Fall is here, and October is the premier month for a true all-round sports enthusiast!  It is the only time of year when all four major league sports are active, the great American pastime is headed towards the World Series, hockey is starting strong in its first month, football is at a quarter of its season and basketball is finally getting started! If you’re a sports aficionado, you’ll need to keep up your energy to support all your favorite teams.  Go Cavaliers!  (Oh come on!  We’re based out of Cleveland!)

We can argue the best of sports in a minute.  Our point is with the pints of beer and bowls of trail mix, you’re going to crash under the carbs and booze.  So how can you stay alert, hydrated and ready for the next inning?  Easy, drink water.  No, we don’t want you to look like a pansy.  That’s why our water is laced to loaded with all-natural caffeine.  It’s a twofer! Gulp a bottle or two of Avitae and you’ll be amped to catch every pass and mock every ref call.

The water will keep your mind alert as your body is properly hydrated and quench the thirst from all the snack bowls on the table. You can even pour it in a red cup, and no one will be the wiser.

The caffeine won’t make you jittery.  Avitae offers three levels of caffeine: 45 mg is a half a cup of coffee, 90 mg is a full cup and 125 mg is a cup and a half.  So how much coffee does it take you to wake up in the mornings?  Choose that level.  No one will see you brewing a pot like your grandma at halftime, and you’ll have the enthusiasm of a twenty-year-old.

So why not just drink a soda?  Great question.  Soda will add to the beer belly, spike the sugar and also cause a crash.  It’s packed with harmful chemicals and artificial colorings.  Avitae is just water with caffeine.  We know there are some of you who don’t like water.  That’s okay.  We have naturally flavored options with zero sugar or color to keep your interest.  Tangerine, caffeinated water that isn’t electric orange!

With a zero calorie beverage, you can have that extra hotdog.

So what exactly were you saying about the Cavaliers??

Avitae-Website-Stores-02 smaller

Water Your Muscles


Who doesn’t like the idea of a ripped six pack, carved from stone arms and defined shoulder blades.  Of course that comes with hours in the gym, pumping iron and packing in the protein.  We all know the basics of building muscle, or do we?  How about water?  Sure, we need it for all exercise, it helps burn fat, and staying hydrated is the key to health.  But it is also the least talked about trade secret to body building.  Without proper water intake, your muscles will never get the chance to become the big guns!

So just what does water do to your muscles?

First off, water is anabolic.  Without going into too much science, this means it helps your body take simple molecules and make them complex in order to form cellular structures like muscles.  So at the most basic level water builds muscles!  Skeletal muscle is nearly 70% water because it needs the liquid to move, contract and grow.  More importantly all that protein you’re consuming for strength training can only be synthesized in the muscles if they are properly hydrated.

When you start working out, muscles pull extra water from the blood to perform, but when you are even Avitae-Website-Stores-03 Small Side Barslightly dehydrated, simply thirsty that is, the blood draws water from the muscles.  This is to keep circulation going and prevent heart problems and high blood pressure.  Unfortunately, when your muscles work on less water, they begin to breakdown their own protein, in essence shrinking or at the least maintaining because they are incapable of building up!  All that gym time with limited results due to forgetting your water bottle.

Many studies have been conducted on the effects of water and exercise.  A recent test group was given the same set of exercises, once when dehydrated at 2-3%, so just past slight thirst, and once fully hydrated.  Not only did their bodies struggle at the cellular level; they also struggled in the physical level.  Each rep was considered to be more difficult, they took longer and many could not complete the same workout.  So you don’t need a microscope to know if your muscles are sufficiently watered.  If your routine seems to be more difficult, takes longer or feels like it’s too much, you may need to energize with a bottle of water.

It is important to hydrate before, during and after a workout.  If you feel too tired to work up a sweat, grab a bottle of Avitae and hydrate your muscles while giving your adrenals a caffeine boost.  If your workout has you beat, grab a bottle afterwards too!  With the right amount of water and an all-natural caffeine recharge, resistance training has never been better.

Recent Posts