LAS VEGAS -- History books may one day point to 2014 as the year protein drinks and sports drinks merged. Sure, Monster was a year early in launching its Muscle Monster with 25 grams of protein, but the functional beverage category came a long way in 2014, as well-illustrated by the bevy of new products on the NACS Show floor.
The challenge now comes for the consumer to figure out which product should be consumed when: before, during or after a workout.
Here’s a look at what jumped out at CSP Daily News on the trade-show floor:
Manufacturer New Whey is out to redefine the protein category. As a sports-nutrition manufacturer first, the company aims “to make protein mainstream,” said CEO Chuck Walkley. The company’s move in that direction is NuAquos Advanced Hydration, which works as an exercise recovery beverage and a protein booster. The product line is available in five flavors: Peach Mango, Watermelon, Pomegranate-Acai-Blueberry, Kiwi-Strawberry and Orange.