At first blush, the Happy Planet Energy Shots seem like a great idea. Happy Planet is attempting to professionalize a product known for being the exclusive providence of neckfaced clubgoers and convenience store counters. To do so they use the clever tactic of combining clean packaging design with environmentally friendly materials. If it’s pretty and it’s environmentally responsible, it has to be good for you.

But. The problem that has traditionally plagued the Functional Food industry is just as present here, despite the good design. Namely: people have basic intuition and biases about what forms health can take on. The more natural and true to its “food-like” form a health-product, the more people are willing to believe its claims. For example, immunity boosting OJ works (oranges = immunity in people’s minds), but heart healthy OJ doesn’t (oranges do not = reduced cholestorol). This is why naturally “functional” beverages like POM have been runaway successes more often than “science-y” ones like FRS.

Despite its pretty packaging, Healthy Planet Shots say almost nothing about what makes them healthy. Are they plant-based? Vitamin boosted? Herbal? What natural element makes them what they are? Why should you believe the claim? Is “healthy packaging” enough?

I hope so. Because despite this somewhat sizeable pitfall, it’s a really nicely conceived product otherwise.

via Lovely Package