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Rip It
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Rip It
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Rip It
TypeEnergy drink
ManufacturerNational Beverage Corp.
OriginUnited States
Introduced2004
Variants
  • 3-Way
  • A’tomic Pom
  • Can’D Man
  • Citrus X
  • Citrus X (0 calorie)
  • Code Blue
  • CYP-X
  • F-Bomb
  • F-Bomb (0 calorie)
  • G-Force
  • G-Force (0 calorie)
  • Le-MOAN’R
  • Lime Wrecker
  • Power
  • Power (0 calorie)
  • Red Zone
  • Sting-Er-Mo
  • Tribute
Websitewww.ripitenergy.com

Rip It is an American brand of energy drink that is produced and distributed by National Beverage Corp.,[1] maker of Shasta, Faygo, and La Croix. It was introduced in 2004[2][3] and is National Beverage Corp.'s first energy drink.[4]

Marketed as "energy fuel at a price you can swallow,"[2] Rip It drinks have been referred to as a "bare-budget option", often costing $1 per can in the United States.[5] They have been supplied to US military personnel serving in Afghanistan and Iraq and have gained popularity there.[5][6]

Flavors and ingredients

[edit]

The drinks come in a variety of flavors (13 different ones as of 2020[3]). There are sugar-free versions of some flavors as well as 2 fl oz shots. Some flavors are available in both 16 and 8 fl oz cans.[7]

The drink contains 160% daily value of vitamin C, 240% daily value of vitamin B6, and 830% daily value of vitamin B12 per 16 fl oz serving according to product packaging (purchase date: 2020-11-24). It also contains taurine, caffeine, inositol, and guarana seed extract. Sugar-free versions contain sucralose and acesulfame potassium.[8] Rip It drinks average about 160 mg of caffeine per 16 fl oz can, with the Le-MOAN’R flavor containing 204 mg of caffeine.[9] The 2 fl oz shot versions contain about 100 mg of caffeine, with some flavors containing as much as 135 mg.[10]

Sponsoring

[edit]

In 2020, the brand sponsored the 100Talk Podcast, aimed at fans of the 100 Thieves esports organization.[11] They previously sponsored Olympic champion alpine skier Julia Mancuso in 2010[12] and the No. 16 car in the Automobile Racing Club of America driven by Joey Coulter in 2012.[13]

Support of U.S. military

[edit]

The drink, before the departure from the Middle East, was widely consumed by U.S. forces in Afghanistan and Iraq.[14][15][6] In a 2016 interview, an Army staff sergeant noted that "over three-quarters of military personnel are drinking this stuff on the regular".[5] The brand highlights its support for the United States Military in its marketing.[16]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Rip It

View on Grokipedia
from Grokipedia
Rip It is an American brand of produced and distributed by Corp., a beverage company also known for brands such as Shasta and La Croix. Introduced in the early as a low-cost alternative to premium energy drinks, it features carbonated formulations with , , extract, and various flavor profiles including citrus, berry, and tropical variants. The brand achieved notable prominence through contracts with the U.S. Department of Defense, supplying troops during deployments in and , where its affordability and portability made it a favored option for sustaining alertness amid extended operations. Standard 16 fl oz cans contain approximately 160 mg of , contributing to its reputation for delivering a potent energy boost, though excessive intake has been linked to adverse effects like elevated heart rates among service members. Rip It remains available in regular and sugar-free options, with Tribute editions honoring military themes, underscoring its enduring association with armed forces culture.

History

Origins and Development

Rip It was launched in 2004 by National Beverage Corp., a Florida-based beverage company known for brands such as Shasta, Faygo, and LaCroix, as its inaugural entry into the energy drink market. The product was formulated to offer a budget-friendly alternative to premium energy drinks like Red Bull and Monster, which had popularized the category in the United States following Red Bull's introduction in 1997. National Beverage positioned Rip It with high caffeine content—typically 160 mg per 16-ounce serving—and taurine, alongside affordable pricing to appeal to cost-sensitive consumers. In parallel with its commercial debut, established distribution agreements with U.S. Department of Defense contractors in , enabling Rip It to be supplied to installations and forward operating bases in and amid the Global War on Terror. This strategic focus on the market accelerated the drink's early development and brand recognition, as service members adopted it for its portability, sustained energy during extended operations, and availability in combat zones where alternatives were scarce or expensive. Initial flavors included and variants, with the product's slim, recyclable aluminum cans designed for easy in and personal kits. The drink's development emphasized functionality over marketing hype, drawing on National Beverage's expertise in carbonated beverages to incorporate for a refreshing profile while prioritizing stimulants for alertness. By , the lineup expanded with targeted variants, such as Rip It Chic, marketed toward women, reflecting iterative product evolution based on consumer feedback and market testing. This military-centric origin laid the foundation for Rip It's niche dominance, though civilian sales grew modestly in convenience stores and discount outlets.

Launch and Early Market Entry

Rip It was launched in 2004 by Corp. as the company's inaugural product, entering the rapidly growing market dominated by premium brands such as . Positioned as a cost-effective alternative, it targeted budget-conscious consumers with pricing around $1 per 16-ounce can, significantly lower than competitors. This affordability strategy facilitated initial distribution through convenience stores, vending machines, and military commissaries, where demand quickly emerged among service members seeking an inexpensive boost. Early market penetration was modest in civilian channels but accelerated within U.S. military circles during the mid-2000s, coinciding with deployments in Iraq and Afghanistan. National Beverage leveraged direct sales agreements with the Department of Defense to supply bases and forward operating positions, capitalizing on the drink's portability and high caffeine content—typically 160-200 mg per can—for extended operations. By 2006, variants like Rip It Chic were introduced to broaden appeal, though core growth stemmed from its reputation as a reliable, no-frills option in high-stress environments rather than aggressive civilian marketing. Sales data from National Beverage's early reports indicated Rip It contributing to portfolio diversification, with energy drinks comprising a rising share of revenues amid stagnant soft drink demand.

Expansion During Global War on Terror

In 2004, Corporation secured an agreement with defense contractors and the U.S. Department of Defense to supply Rip It energy drinks to American troops in and , marking the brand's initial penetration into military logistics during the early phases of the Global War on Terror. This arrangement positioned Rip It as a cost-effective alternative to pricier competitors like , with each 8-ounce can retailing for approximately $1 stateside and provided free in theater dining facilities across the U.S. Central Command area. The drink's formulation, featuring over 160 mg of caffeine and per serving, appealed to service members enduring extended patrols and sleep-deprived operations, rapidly embedding it in forward operating base routines akin to meals ready-to-eat. By the mid-2000s, Rip It's availability expanded through bulk shipments to chow halls and outlets, where it became a staple for sustaining alertness during 36- to 48-hour missions. Troops often stockpiled dozens of cans for field use, prioritizing them over other rations due to their portability and stimulatory effects, with surveys indicating that nearly 99% of enlisted personnel deployed in the region had consumed the product. This organic adoption fueled logistical growth, as contractors like KBR integrated it into supply chains for remote bases, transforming Rip It from a niche domestic beverage into a ubiquitous wartime essential that mirrored historical troop favorites such as cigarettes in prior conflicts. Military demand propelled significant scale-up in production and distribution, with over 175 million cans shipped to U.S. Central Command theaters between 2009 and 2018 at a contract value exceeding $165 million. The drink's sugar-free variants further broadened its appeal, accommodating preferences amid operational rigors and contributing to its status as the preferred energy source in , , and subsequent rotations. This expansion not only sustained troop readiness but also elevated Rip It's profile within military , where it symbolized endurance despite documented health concerns like excessive consumption leading to side effects such as jitters and sleep disruption.

Production and Company

Manufacturer Background

National Beverage Corp., the manufacturer of Rip It energy drinks, was incorporated in on November 5, 1985, by Nick A. Caporella and is headquartered in . As a for various subsidiaries, it initially concentrated on acquiring and distributing established carbonated brands, including Shasta in 1985—a brand originating in 1889—and in 1987, which dates to 1907. These acquisitions formed the foundation of its portfolio, emphasizing regional and value-oriented beverages produced domestically to support local employment. The company expanded into functional beverages in the early amid growing demand for products, launching Rip It in as its inaugural line. Rip It was positioned as a cost-effective alternative to premium competitors, featuring high content (160 mg per 16-ounce can) and targeted at active consumers, including through subsequent Department of Defense contracts. , publicly traded on under the ticker , now encompasses a broader "Power+" portfolio that includes Rip It alongside sparkling waters like LaCroix and juice products, with over 80% of packaging utilizing recycled aluminum cans. This diversification reflects a shift toward "better-for-you" options while maintaining a focus on innovation in flavors and packaging.

Manufacturing Process

Rip It energy drinks are produced by Corp. at multiple manufacturing facilities located across the , enabling vertical integration that encompasses raw material sourcing, production, and distribution. These facilities specialize in canned and bottled beverages, with Rip It primarily packaged in 16-ounce aluminum cans designed for portability and shelf stability. Over 80% of 's products, including Rip It, utilize aluminum cans incorporating approximately 73% recycled material, supporting in production. The process commences with the sourcing and precise blending of core ingredients—such as , or sugars, (typically 160 mg per serving), , , and artificial flavorings—within large stainless-steel mixing tanks to achieve uniform composition. The mixture undergoes filtration to remove impurities, followed by to introduce dissolved for , and heating or to eliminate microbial contaminants while preserving flavor and nutritional profile. Filled via high-speed automated lines, the carbonated liquid is dispensed into pre-formed aluminum cans, which are then seamed shut under pressure to maintain integrity. Subsequent steps include inline inspection for , application of printed or labeled branding, and secondary into cases for distribution, with the entire operation adhering to U.S. standards for beverage safety. This streamlined, high-volume approach allows to produce millions of units annually, tailored to meet demand from military and civilian markets.

Product Composition

Ingredients and Nutritional Profile

Rip It s contain as the base, combined with sweeteners including in regular formulations or and in sugar-free variants. Key functional ingredients include at 2000 mg per serving, at 160 mg per 16 fl oz can from all sources, at 200 mg, and seed extract at 6 mg. Other common components are , , natural and artificial flavors, and preservatives such as or . The nutritional profile varies by variant and , with standard 16 fl oz cans of regular Rip It providing 200 calories, derived almost entirely from carbohydrates including approximately 50 g of sugars from , 0 g fat, and 0 g protein. Sugar-free versions contain 0 calories, 0 g carbohydrates, and 0 g sugars.
Nutrient (per 16 fl oz regular can)Amount
Calories200
Total Carbohydrates~50 g
Sugars~50 g
160 mg
2000 mg
Rip It is fortified with vitamins, including ascorbic acid () at levels contributing to daily requirements, as well as such as (B6) and cobalamin (B12) in elevated amounts to support energy metabolism. Sodium content is moderate, around 100-200 mg per serving, from citrate and benzoate salts. Specific values may differ slightly across flavors like Power, , or X, but core composition remains consistent.

Available Flavors and Packaging

Rip It energy drinks are packaged primarily in 16 (473 ml) aluminum cans designed for portability and durability, particularly suited for field use. These cans are typically sold in cases of 12 or 24 units, with variety packs offering assortments of flavors for bulk purchase. Limited formats include energy shots, though cans remain the standard distribution method. The product lineup features a range of flavors, emphasizing bold, fruit-inspired profiles. Core offerings from the manufacturer include Power (citrus-based), F-Bomb (cherry), Yolo (pineapple), (cherry lime), Skr'eech In (strawberry ), and G-Force (grape). Sugar-free variants, such as X and Power Zero Sugar, provide low-calorie alternatives with similar caffeine content. Additional flavors available through distributors encompass Red Zone (berry), 3-Way (mixed fruit), Lime Wrecker (lime), and limited-edition sub-varieties like C.Y.P.-X (orange cream).
Flavor availability can vary by region and supplier, with the official lineup prioritizing high-caffeine, full-sugar options for maximum energy delivery. Packaging often incorporates military-themed graphics, such as patterns on cans, to align with its .

Military Involvement

Department of Defense Agreements

In 2004, National Beverage Corp., the producer of Rip It, secured an agreement to supply the energy drink to U.S. military personnel, establishing it as a primary option for deployed forces during the Global War on Terror, particularly in Iraq and Afghanistan. This arrangement prioritized Rip It for distribution through dining facilities and commissaries due to its cost-effectiveness compared to competitors. The deal facilitated procurement of tens of millions of units over subsequent years, supporting operational readiness in austere environments. Supply under the agreement occurs via the (DLA) Troop Support, which manages beverage procurement for the Department of Defense through competitive solicitations and delivery orders. Specific examples include a June 2024 DLA order (SPE30024DQ004-SPE30025FUUBH) valued at $10,468.64 for Rip It energy drinks, and another in early 2025 (SPE30024DA051-SPE30025FUW94) worth $1,062.45 for Rip It Citrus X Light. These orders reflect ongoing, smaller-scale fulfillments rather than a singular large-scale , with terms focused on timely delivery to military bases and forward operating locations. The 2004 agreement did not involve exclusive rights but leveraged Rip It's affordability and availability to meet demand for non-perishable stimulants, aligning with DoD subsistence standards for supplemental rations. While exact total values remain undisclosed in , the program's scale underscores Rip It's integration into , with no reported terminations or major renegotiations as of 2025.

Distribution and Usage in Operations

Rip It energy drinks were first distributed to in combat zones starting in 2004 through an agreement between National Beverage Corporation and the Department of Defense, facilitating supply to troops deployed in and as part of Global War on Terror operations. The beverages were integrated into via defense contractors and programs such as the Logistics Civil Augmentation Program, making them available at forward operating bases, chow halls, and exchanges downrange. This distribution method ensured Rip It cans were readily accessible alongside standard rations, often provided free to service members to support sustained readiness. From 2009 to 2018 alone, the shipped over 175 million cans of Rip It to U.S. Central Command areas, valued at approximately $165 million, underscoring the scale of for operational theaters. Supplies were palletized and transported via military convoys and to sustain demand, with troops frequently receiving cases equivalent in volume to water allocations during prolonged engagements. Distribution continued into later phases, such as the 2021 withdrawal, where dwindling stocks at closing facilities like highlighted its entrenched role, prompting informal trading among personnel. In operations, Rip It was utilized primarily to counteract and maintain cognitive alertness during extended duties, including 8- to 12-hour guard posts, patrols, and missions lasting up to 36-48 hours without rest. Service members typically consumed 2 to 6 cans per day, carrying them in cargo pockets for immediate access during field activities in locations like , . The drink's compact 8-ounce format and high content (100 mg per can) enabled rapid ingestion to support by reducing fatigue-related errors, though excess intake was noted to cause gastrointestinal side effects.

Role in Enhancing Troop Readiness

Rip It energy drinks have played a supportive role in U.S. operations by providing troops with a readily accessible means to mitigate and sustain during high-tempo missions, particularly in environments characterized by sleep disruption and extended vigilance requirements. The product's content acts as a to enhance cognitive , including improved reaction times and vigilance, which are essential for maintaining operational effectiveness in settings. frequently consume Rip It to counteract the effects of insufficient , allowing for continued task in scenarios such as prolonged patrols or night watches. In deployed settings, Rip It's availability through exchange stores and bulk distribution has facilitated its integration into fatigue management strategies, helping service members endure irregular schedules common during the Global War on Terror. Reports from troops indicate that the drink contributes to heightened and focus, enabling sustained engagement in demanding activities without immediate performance decrement. This utility aligns with broader evidence that moderate caffeine intake from energy drinks can preserve aspects of physical and mental function amid , thereby bolstering unit-level readiness for mission execution. The drink's formulation, including stimulants like and , supports short-term enhancements in endurance and attention, which have been noted in contexts as aiding under stress. By offering a portable, calorie-containing option that also provides hydration alongside , Rip It helps address the multifaceted demands of troop readiness, from cognitive acuity to basic energy replenishment during field operations.

Health Effects and Controversies

Physiological Impacts and Side Effects

Rip It energy drinks deliver 160 mg of per 16-ounce serving, alongside , , and , which acutely stimulate the to enhance alertness and reduce perceived fatigue through antagonism and increased signaling. These effects elevate and by 5-10 mmHg systolic in healthy adults shortly after consumption, reflecting activation. , at typical doses of 1-2 grams per serving, modulates calcium in cardiac cells but may amplify caffeine's pressor response when combined, potentially straining cardiovascular function during prolonged exposure. In , where consumption often exceeds one can daily—sometimes reaching three or more during deployments—physiological side effects include disrupted sleep architecture, with users reporting 20-30% higher rates of obtaining less than four hours of per night compared to non-consumers. This stems from caffeine's of 5-6 hours, which delays REM onset and fragments , exacerbating fatigue in sleep-deprived states common to operational environments. Restlessness and elevated rates, noted in over 40% of high consumers, arise from noradrenergic overstimulation, while gastrointestinal and occur due to caffeine's action, increasing output by up to 20% without compensatory intake. Adverse cardiovascular impacts, observed in energy drink users with compositions akin to Rip It, encompass prolonged prolongation and arrhythmogenic potential, particularly in doses totaling 250-500 mg daily, as d by electrocardiographic changes in controlled trials. Chronic high intake correlates with and stiffened arteries, raising risk over months of regular use, though individual variability—such as genetic polymorphisms affecting metabolism—modulates severity. In vulnerable populations, including those with undiagnosed arrhythmias, these drinks have precipitated and, rarely, ventricular events, underscoring dose-dependent risks beyond isolated effects. While short-term ergogenic benefits exist for physical tasks, from service member surveys links excessive Rip It-like consumption to a cycle of rebound and dependency, without net long-term physiological gains.

Associations with Mental Health and Performance

High consumption of energy drinks, including Rip It, has been associated with adverse outcomes among U.S. service members, particularly post-deployment. A 2018 study of over 3,500 soldiers found that consuming two or more energy drinks daily—reported by approximately one in six participants—was significantly linked to increased symptoms of (PTSD), depression, and anxiety, as well as aggressive behaviors and . This association persisted after controlling for factors like exposure and sleep duration, suggesting a potential causal role of frequent use in exacerbating psychological distress. In deployed settings, intake correlates with disturbances that may indirectly worsen . A 2012 U.S. military survey during operations in revealed that service members consuming three or more s per day (14% of respondents) experienced significantly less total , more frequent awakenings due to combat stress or illness, and greater sleepiness compared to non-users or light users. , a primary ingredient in Rip It (typically 160 mg per 16-ounce can), delays onset and reduces quality even when consumed hours before bedtime, potentially compounding deployment-related and contributing to chronic fatigue-linked mood disorders. Despite these risks, acute consumption of energy drinks like Rip It can enhance short-term cognitive performance under . Controlled military studies demonstrate that caffeine doses equivalent to one can (around 100-200 mg) improve vigilance, reaction times, and in sleep-deprived personnel, aiding operational readiness during extended missions. However, habitual reliance may lead to tolerance, withdrawal symptoms like , and interference with PTSD treatment efficacy, as elevated caffeine intake has been shown to heighten and reduce responsiveness to . Longitudinal data indicate that while initial boosts support performance, sustained high intake correlates with net declines in mood stability and overall .

Regulatory and Military Responses

In response to concerns over excessive energy drink consumption, the U.S. Army issued a warning in December 2016, cautioning troops that over-reliance on beverages like Rip It could cause "serious harm to your body," including risks from high levels leading to , heart palpitations, and sleep disruption. This advisory highlighted empirical associations between frequent intake and adverse physiological effects, urging moderation without prohibiting distribution. Military-funded research has further informed responses, with a 2018 study in finding that service members consuming two or more energy drinks daily post-deployment reported significantly higher rates of issues, aggression, and fatigue compared to lighter users. Similarly, a 2019 analysis linked high consumption to exacerbated PTSD symptoms and diminished treatment efficacy, prompting calls within the Department of Defense for enhanced education on risks. Despite these findings, no formal DoD-wide ban has been enacted; Rip It remains available through agreements with suppliers like Corp., reflecting a pragmatic balance prioritizing operational alertness amid combat demands. On the regulatory front, the has not imposed specific restrictions on Rip It, classifying it as a conventional caffeinated beverage under oversight rather than a requiring pre-market approval. General FDA guidance on energy drinks emphasizes labeling accuracy and limits on claims, but lacks targeted actions against Rip It, even as broader scrutiny of high-caffeine products persists. responses thus emphasize voluntary guidelines, such as adhering to can labels recommending no more than two servings daily, over stringent prohibitions.

Reception and Impact

Popularity in Military Culture

Rip It has achieved iconic status within U.S. military culture, particularly among deployed service members in and , where it served as a readily available to during extended operations. Following a 2004 agreement between Corp. and the Department of Defense, the drink became a standard supply item for troops, fostering widespread adoption as an alternative to or other caffeinated options in austere environments. Its affordability, portability in slim cans, and variety of flavors contributed to its appeal, with service members often preferring it for its quick energy boost without the need for preparation. Surveys and anecdotal reports indicate near-universal exposure among enlisted personnel, with estimates suggesting at least 99% have consumed it at least once, and over three-quarters of members incorporating it into their regular routines by the mid-2010s. Usage spiked during deployments, where products like Rip It were consumed more frequently than pre-deployment baselines, often alongside missions requiring sustained . Among infantrymen and , it earned nicknames like "crack" for its potent effects, symbolizing resilience and normalcy amid stress, and remains a nostalgic emblem for post-9/11 veterans. The drink's cultural entrenchment extends beyond utility, embedding it in rituals such as pre-patrol consumption or as a morale booster in forward operating bases, where its garish packaging and bold branding resonated with younger troops seeking an edge over adversaries perceived as less reliant on such aids. Despite health concerns raised in military studies linking high intake to sleep disruption and other issues, its status as a "go-to" persists due to institutional distribution and peer endorsement, outpacing competitors in troop preferences during the Global War on Terror era.

Commercial Performance and Market Position

Rip It, manufactured by Corp., derives a substantial portion of its commercial success from its entrenched position in the U.S. supply chain. In 2004, National Beverage entered an agreement with the Department of Defense to supply Rip It as an option for troops, establishing it as a fixture in military exchanges and forward operating bases during operations in and . This contractual propelled its distribution, with service members consuming millions of units annually in deployment settings, where it outperformed competitors due to availability, affordability, and perceived efficacy for sustaining alertness. The brand's military focus has translated into steady contributions to 's overall revenue growth in the energy drink category. Company filings highlight Rip It as a driver of segment performance; for example, in the fiscal second quarter ending October 29, 2022, National Beverage reported record net sales of $331 million, attributing increases to innovations in Rip It flavors and packaging alongside core brands like LaCroix. Similarly, first-quarter results for fiscal 2023 showed net sales of $331 million with gross profit margins expanding to 37.8%, bolstered by energy drink demand led by Rip It. Annual company revenues hovered around $1 billion in recent years, with the energy portfolio—including Rip It—exhibiting resilience amid broader market fluctuations. In the wider U.S. energy drinks market, which generated nearly $21 billion in retail sales in 2024, Rip It occupies a niche rather than a dominant share, trailing giants like Red Bull (approximately 39% market share) and Monster. Its retail presence expanded to civilian channels such as Walmart and Amazon, but sales remain modest at an estimated $5–7 million annually based on industry trackers, reflecting limited mainstream marketing compared to competitors' aggressive advertising. Nonetheless, Rip It's market position as the preeminent energy drink in military commissaries underscores its specialized appeal, where it commands loyalty through brand association with troop readiness and operational endurance.

Broader Cultural Legacy

Rip It has become emblematic of the endurance required in modern U.S. military operations, particularly during the Global War on Terror, where its compact 8-ounce cans were distributed widely to sustain troops through prolonged patrols and . This association has embedded the drink in the collective memory of service members, with veterans often citing it in accounts of mission readiness, such as consuming multiple cans alongside to offset risks during 10-mile foot patrols. In and subcultures, Rip It features prominently in shared anecdotes and media retrospectives, symbolizing both the ingenuity and excesses of wartime , including rituals like competitive consumption challenges or pairing with field rations. Its low cost—often $1 per can on bases—and aggressive as "energy fuel" reinforced its status as a utilitarian staple, distinct from premium civilian brands, fostering camaraderie through communal reliance on its 160 mg of per serving. The drink's legacy extends to post-service narratives, where it evokes the physical and psychological demands of deployments, appearing in journalistic compilations of troop experiences rather than mainstream entertainment. While civilian adoption remains niche, primarily among those familiar with military life, Rip It endures as a marker of 21st-century service culture, highlighting the trade-offs of chemical alertness in .

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