SEATTLE, WATERTOWN, Conn. & OVIEDO, Fla. -- Three very different takes on the burgeoning protein-drink market are making waves this month as each tries to gain space on convenience-store shelves and beyond.
The Coffee-Based Drink
Starbucks' new Doubleshot Coffee & Protein drinks are ready-to-drink beverages created to "give on-the-go consumers the lift from coffee and the power of protein" through a combination of Starbucks coffee and 20 grams of dairy protein per can.
The drinks come in three flavors: Dark Chocolate, Vanilla Bean and Coffee.
The beverages are rolling out this month to convenience, drug and grocery stores nationwide with a suggested retail price of $2.99 per single-serve 11-oz. can.
The Water-Based Drink
Crystal Rock, one of the largest independent home and office distributors of water, coffee and office products in the northeast, has introduced trimino, the first protein-infused water in its line-up of beverage products.
This new protein water, launched last year by Miami Bay Beverage Co., Branford, Conn., and currently rolling out nationwide, will be sold through Crystal Rock's distribution system of business and residential accounts in the northeast.
Trimino protein-infused water contains 7 grams of high-quality whey protein and 100% of the recommended daily allowance of vitamin B complex. At 28 calories per 16-oz. bottle, trimino comes in four fruit flavors: Peach, Mixed Berry, Strawberry Lemonade and Coconut Pineapple. Suggested retail price is $2.49.
The Sport Drink
NuAquos sports beverage with protein will enter the Kroger system’s Fry’s Markets with the 110 store chain in Arizona. The launch will be supported with a new second-quarter consumer campaign in-store and on social. In addition, a dedicated sampling program and grass-roots PR and marketing program is on tap, according to NuAquos execs.
The products, available in five flavors, also are being sold in Hayden/Young ‘s market in Idaho and Albertsons Intermountain stores in Arizona, Utah, Idaho, Colorado and Wyoming.
This retail expansion will be supported by a brand ambassadors program through a variety of marketing initiatives and also create a paid internship program supporting the local universities throughout these states.
NuAquos sports beverage with protein is made by New Whey Nutrition, makers of New Whey 42 and Beta Nox.
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