Itoen Vitamin Power GO!

Posted on April 27, 2022 | Last updated February 2, 2025

Flavor of Itoen Vitamin Power GO!
"Itoen Vitamin Power GO!" is an energy drink from the famous tea brand Itoen, released on August 9, 2021. It was often seen as a novelty product online.

At the time of its release, the product and press release did not mention it as an energy drink, so it wasn't covered on Energy Drink Mania. However, after it was clearly labeled as an "energy drink" on the official website, I decided to review it.

Itoen Vitamin Power GO!

Manufacturer	ITOEN
Country of Origin	Japan
Price	119 JPY
Flavor	Citrus、Chemicals
Total rating	★★★☆☆

Author information Author: Energy Drink-kun

In 2001, while living in the United States, I encountered energy drinks through the dance scene and was deeply impressed. After returning to Japan, I found that energy drinks were considered novelty beverages, so I established a comprehensive website in 2013 to share the true appeal of energy drinks. As an energy drink enthusiast, I began drinking them seriously again, collecting over 7,000 varieties of energy drinks from various countries. I am also active as a critic and expert, receiving media interviews.

Flavor of Citrus Bitter, Unexpectedly Delicious

When opened, a faintly chemical scent, reminiscent of Real Gold, bursts out. The drink itself has a murky, glowing fluorescent yellow color, which reminds me of NOS.
Flavor of Itoen Vitamin Power GO!
Upon taking a sip, the flavor is surprisingly different from what I had imagined, offering a mildly tangy and bitter citrus flavor that's quite delicious. Oh, this isn’t the typical sweet and sour vitamin flavor!?

There’s a slight sweetness and a hint of chemical taste that reminds me of children's medicine, but I personally enjoy the refreshing bitterness, similar to grapefruit.

With a 190ml can, it's the perfect size for a quick drink.

Energy Ingredients of Itoen Vitamin Power GO!

Energy Ingredients of Itoen Vitamin Power GO!
Itoen Vitamin Power GO! is caffeine-free, making it a non-caffeinated energy drink. As the product name suggests, it mainly contains vitamins, along with small amounts of BCAAs—Valine, Leucine, and Isoleucine (24mg), Royal Jelly (25mg), and Citric Acid (300mg).

Although it claims to contain "12 types of vitamins for one day," the effect isn't particularly noticeable, but with the added ingredients beyond vitamins, it gives off the impression of being a product packed with various components, making it suitable as an energy drink image product.

If I had to suggest something, I think it would have been nice to include Itoen's signature green tea extract or other unique ingredients.

Design of Itoen Vitamin Power GO!

Design of Itoen Vitamin Power GO!
The design features yellow as the main color, representing a classic flavor, with bubbles and concentric lines that evoke the early days of Japanese energy drink designs. When written as "Vitamin Power" in Katakana, it gives off a very quirky vibe.

It seems they intentionally designed the product to have a friendly atmosphere, likely to make it more approachable and affordable, so it doesn't come across as too much of a "cool" energy drink.

There is no "energy drink" label on the product. Because of this, it wasn’t initially included on Energy Drink Mania’s site.
Itoen Vitamin Power GO!
With the ingredient list on the front, it starts to look like an energy drink, and the subtle kitsch adds to the impression of being a novelty item. This gave it a strong "Itoen’s energy drink has arrived!" vibe online.

Now it’s officially listed as an "energy drink" on the official site (although it’s unfortunate that the product doesn’t actually have the "energy drink" label on it).
Itoen Vitamin Power GO! Official Website
So now, even on Energy Drink Mania, I’ve decided to cover Itoen Vitamin Power GO! It would have been great if they had just put the "energy drink" label on the can as well.

Finding Itoen Vitamin Power GO! in Vending Machines

Itoen Vitamin Power GO! is mainly found in vending machines.
Where to buy Itoen Vitamin Power GO!
The suggested retail price is 119 yen (tax included), so it’s sometimes sold for 120 yen, but...

I found it for 90 yen, so I bought it.
Where to buy Itoen Vitamin Power GO!
Vending machine prices can vary quite a bit, and a 30 yen difference is significant. Since it’s a 190ml mini size, I’d prefer to get it for under 100 yen.