Consumer goods company dives into supplement trade with line of wellness shots

19-Jul-2022 - Last updated on 19-Jul-2022 at 17:09 GMT

The new wellness shots brand is attempting to recruit affiliate marketers it calls 'Romers.' Getty Images - Justin Lambert

Related tags shots Energy Immunity focus Digestive health

Another company with marketing acumen but no nutritional experience has dipped its toe into the supplement industry with a new range of wellness shots.

The new brand, dubbed RŌMR, is the work of Alliance Consumer Group. This company, based Fort Worth, TX, with offices in the UK and China, has up to now specialized in lighting products, tools and knives, lasers and optics as well as personal hearing products and portable power banks.

Array of functional ingredients

The new line of 3-oz shots features Energy, Immunity, Digestion, Focus, Hydration, and Sleep versions. The shots feature formulas with much in common with other products on the market (such as B vitamin megadoses for energy) as well as some unusual twists:

The energy shot features megadoses of vitamin B6 and B12 as well as pantothenic acid. It also contains 465 mg of an ‘energy blend’ of caffeine, taurine, choline and green tea extract.
The immunity shot features mega doses of vitamin C and zinc as well as an 750 mg ‘immunity blend’ that includes reishi mushroom extract, echinacea extract and elderberry juice concentrate.
The digestive blend includes aloe vera gel, chamomile, ginger and peppermint.
The focus blend features acetyl-l-carnitine, rhodiola and Alpha-GPC.
A hydrate product features calcium, sodium, magnesium and potassium.
The sleep product contains l-theanine as well as 5-HTP.

“RŌMR was developed as a balanced support system – to help active lifestyle consumers reach their own personal summits in life,” said Kurt Baxter, vice president of marketing for ACG brands.

Familiar pricing

Just as the formulas bear some resemblance to other products on the market, the prices are similar, too. The brand is launching direct-to-consumer on the company’s website, and is advertised at about $3.50 a serving. Discounts are offered with a subscription option.

By comparison, a 24-pack of 5-Hour Energy goes for about $2.50 a serving when purchased online. But other shots broadly falling into the ‘wellness’ category range up to $4 a serving on Amazon.

Recruiting influencers

ACG is also following the lead of other companies in the space by attempting to recruit independent marketers, which the company calls ‘Roamers.’ “Help spread the word about ROMR and receive unique rewards and free product,” the company’s website advertises. At publication time, there was no additional information available about whether the ‘unique rewards’ includes actual commission checks.