When most people think of energy drinks, they picture a jittery caffeine overload in a neon can. But one University of Utah student is flipping the script with a product designed for the everyday person — not just the extreme sports crowd.
Meet No Consequence, a zero-sugar, low-calorie, and moderately caffeinated energy drink founded by student entrepreneur Braeden Riley, who launched the company as a spinoff of his original business, Homebrew. What began as a brainstorm on a long drive home has turned into a growing campus favorite.
“I wanted to create a better zero-sugar energy drink,” Riley said. “The ones out there either taste bad or have so much caffeine that it hits you like a freight train.”
No Consequence aims to change that. With just 116 mg of caffeine (less than most energy drinks but more than a cup of coffee) and a blend of B vitamins and taurine to ease the crash, it offers a smoother, more accessible experience.
That accessibility is by design. “Big energy drink brands focus on extreme lifestyles — boxing matches, racing, skydiving,” Riley explained. “We’re trying to focus on the people who just need a little boost to get through the day. That’s why our tagline is ‘Energy for Everyone.’”
Currently available in two campus locations — Miller Cafe in Lassonde Studios and the Epicenter Market — the drink has seen strong sales and positive feedback for its taste and branding. The first flavor, originally called Ethereal Energy, is undergoing an active rebranding, as Riley iterates on every detail — from the flavor to the can design (they learned the hard way to never forget the barcode).
Though the business is still in its early stages, the founder isn’t new to entrepreneurship. Homebrew, his umbrella company, has offered startup consulting and custom app development for years. “I wanted to take what I’d been teaching and apply it to my own venture,” he said. With over 20 consulting clients under his belt, he’s no stranger to building and iterating.
Riley has received support from the Lassonde Entrepreneur Institute at the University of Utah to launch and grow his business. Being a part of the Lassonde community has been key to his growth, he said. “Lassonde has given me space to work, funding to take risks, and a network of people who’ve helped bring this to life,” he says. He’s received the Get Seeded grant three times, raising over $8,000 to support his ventures, and currently serves as the Director of Lassonde’s Workshops program.
When asked about his long-term vision, he stays grounded. “Sure, it’d be great to scale — to be in 7-Eleven, to have a warehouse, to roll out new flavors. But what really drives me is when someone tells me, ‘Hey, this product helped me get through my day.’ That’s what keeps me going.”
Next on the horizon? New retail locations, new flavors, and continued growth both on and off campus. And while caffeine might not be for everyone, this startup’s philosophy definitely is.
Learn more about No Consequence on Instagram at @noconbevs, or at sinfreesoda.com
No Consequence is a zero-sugar, low-calorie, and moderately caffeinated energy drink.
