In my ongoing look at cool niche businesses and products, I take the measure of a product that launched a new niche market: the “energy shot.” It’s not the first product that’s taken the size tack; another is Tic Tac, the tiny breath-freshener product that was introduced in 1969.
The Need/Want: A small-portion energy drink
The Business: 5-Hour Energy
There are many ways to skin a niche. One is by size. That’s what Manoj Bhargava did when he created his now-ubiquitous, 2-ounce “energy-shot” product, 5-Hour Energy.