Serial Entreprenuer Lines Teams with Function’s Miller to Launch NOS Energy Challenger, Nitrous Express; Said to Rep Major Push on Quercetin    Bob Miller, who’s been associated with array of startups that successfully moved into mainstream, from Mistic to Vitaminwater and SoBe, is exiting role as sales chief of Function Drinks in order to take prexy helm of startup being launched by Boston-based entrepreneur Tom Lines.  Tho co is keeping cards close to vest for now, 1st effort out gate is energy drink called Nitrous Express that’s currently debuting at SEMA car-gear expo in Las Vegas.  It’s got similar premise to Fuze’s NOS, now owned by Coca-Cola, in that it licenses brand of engine-boosting accessory for car tuner crowd, tho many view Nitrous Express as up-and-comer vs established, older-skewing NOS brand from carburetor maker Holley.  And there’s other twist: this, and future brands from co that for now is called Futuristic Brands rep big play behind quercetin, antioxidant-rich phytochemical that is mainstay of supplement biz and is used in bev brands like FRS, in which Lines is investor.  Brand is launching in 16.9-oz cans and 24-oz PET bottles and will take DSD route to market, positioned as highly caffeinated, more-mainstream energy drink than healthier-skewing FRS.  Note that many major bevcos  are said to be sniffing at quercetin’s potential, tho ingredient is not yet rated as GRAS (generally recognized as safe).  It’s variously credited with anti-cancer, anti-inflammatory and other properties.  FRS plays it up as helping keep users energized for longer.

Remains Shareholder, Advisor to Function   Bob remains “fairly substantial” investor in Function and also holds vested options, and will stay involved long enough to help kick off revamped version of 16.9-oz bottle in Boston and NY markets in coming weeks (BBI, Oct 30).  Rather than seeking replacement, Function will elevate current divisional vp’s to svp’s and they’ll now report directly to ceo Dayton Miller (no relation to Bob), Dayton told BBI.  Bob said Function was original licensee of Nitrous Express brand, which he terms “younger, hipper version of NOS,” but when co decided not to pursue entry he steered license to Lines, whose prior involvements have included likes of Mad Croc and Red Devil energy lines and Black Death Vodka, not to mention FRS.  Tho NOS was ancillary brand within Fuze portfolio, it ignited around time Coke bought Fuze and until slowing recently had been outstanding energy drink performer.  Note that Monster Energy’s Nitrous energy is unrelated, referring to nitrogen dispensing technology of product.