BRANFORD, Conn. — Three friends in Guilford, Conn., all fathers, shared a common concern about the state of America’s children: they’re too sedentary and because of that, they’re too fat. Citing figures from the Centers for Disease Control and Prevention (CDC) that childhood obesity has more than doubled in children and quadrupled in adolescents in the past 30 years, and in 2012, more than one third of children and adolescents were overweight or obese, the three pooled their resources to develop trimino™ a sugar-free protein infused water – a healthy alternative to sugary soft drinks.
After a soft launch last winter, this month marks the official launch of trimino, developed by Miami Bay Beverage Co., based in Branford, Conn. trimino protein infused flavored water is powered by seven grams of high quality whey protein and 100 percent of the Recommended Daily Allowance (RDA) of vitamin B complex. It’s light and refreshing with no sugar, no carbohydrates, no caffeine or lactose, and only 28 calories per 16-oz. bottle.
It sells for a suggested retail price of $2.49 to $2.99 and is available in more than 500 locations in 10 states. Stores in Connecticut include Krauszer’s and IGA Markets, CrossFit gyms, sports venues like Wonderland of Ice (Bridgeport) and Connecticut Sportsplex (North Branford), and several medical weight loss clinics.
trimino is the first entrant in the protein infused water space and is setting the pace for a new competitive market segment. Protein enhanced beverages, including trimino, are said to help slow down the absorption of glucose into the bloodstream which helps to reduce hunger and make it easier for the body to burn fat, say company officials.
Gluten free, it contains a small amount of sucralose (also known as Splenda), and comes in delicious fruit flavors: Peach, Mixed Berry, Strawberry Lemonade, and Coconut Pineapple.
“The current beverage landscape encourages excessive consumption of sugary drinks,” said Guilford resident Casey P. Hoban, Sr., co-founder and COO of Miami Bay Beverage, and the father of three.
“Beverage marketing seems to be at odds with the health of our children. We believe there’s pent-up demand for a nutritionally productive protein drink with no excess calories, no sugar and no caffeine,” said Hoban who helped finance the Vermont Hard Cider Company (Woodchuck Hard Cider).
trimino is that drink. Thousands of bottles have been sold and tens of thousands of samples have been given away and the overwhelming feedback is that trimino helps boost metabolism, curb appetite, and naturally increase energy without caffeine. It is a key component of the solution to childhood obesity.
Hoban is joined in Miami Bay Beverage by co-founder and Guilford resident Robert J. Leary, chief marketing officer, a retired healthcare software executive, a father of four, who has dedicated approximately 30 seasons to coaching and administering youth and high school sports including lacrosse, football and basketball.
Rounding out the trio of trimino founders is Guilford resident Peter J. Dacey, CEO, father of three and one of the founders of 454 Life Sciences Corporation which developed the technology that started a new revolution in DNA sequencing.
trimino was created by Miami Bay Beverage Company, 127 Cedar Street, Branford, CT 06405.
For more information: http://www.DRINKtrimino.com, 844 879 6466
Join the conversation on Facebook: https://www.facebook.com/DRINKtrimino
For facts about childhood obesity, log onto the Centers for Disease Control and Prevention web site:http://www.cdc.gov/healthyyouth/obesity/facts.htm