If ketosis is just an elaborate game to reconfigure your body’s metabolism, then KetoneIQ may be the cheat code.
For anyone following dietary and CPG trends for the past decade, ketosis is hardly a revolutionary concept. The idea of “biohacking” your metabolic processes — purposely depriving the body of glucose (sugar and carbohydrates) in order to force it to burn fat reserves for energy, which produces a compound called ketones — has fueled a spate of brands and beverage innovations, ranging from longtime advocate Dave Asprey’s Bulletproof to Super Coffee, Koia, Remedy Organic and Califia Farms. Wondering why you’ve seen MCT oil in ingredient decks so often lately? It’s not for the taste; MCT is a type of fat that converts relatively efficiently into ketones.
When integrated into a low-carb, high-fat diet, those products can help move the body into ketosis, but KetoneIQ is designed to cut to the chase. Each 2 oz. serving, designed to be mixed into another drink or liquid, delivers 10 grams of ketones, or around 4 hours of optimal ketone levels. On a short-term basis, purported benefits include more energy and focus; over time, elevated ketones may help with metabolic health, weight management and athletic endurance and recovery, according to the brand.
It’s exactly the kind of cutting-edge research you might expect the Department of Defense to invest in, and you’d be right. Starting with a $6 million contract from the U.S. government in 2019, Michael Brandt, co-founder of KetoneIQ’s parent company HVMN (Health Via Modern Nutrition), developed the drinkable ketone format as a “liquid super fuel” supplement for active soldiers in the field. The resulting product worked as designed, but, at $33 per bottle and with a taste akin to “rocket fuel,” the subsequent years were spent tweaking the formulation and optimizing supply chain efficiencies in order to improve flavor and bring down the price. The consumer version, a 12 oz. bottle containing 10 servings, was released in stores and online in January.
The introduction of KetoneIQ’s new 2 oz. shot format in August, however, represents a more concerted move into mainstream CPG. The global ketogenic diet market is projected to reach $15.6 billion by 2027, but specifically within the shot category, Brandt sees an opportunity for KetoneIQ’s offering, priced at $4.95 per unit, to tap into the momentum behind better-for-you premium drinks, like refrigerated juices and functional tonics. However, grocery stores and mainstream retail aren’t the immediate focus, as for its initial rollout the product is being intentionally positioned in venues where its functional benefits are more clearly understood: mainly gyms, fitness studios and bike shops, places where the brand can engage with and educate independent retailers.
From there, the hope is that conversation around ketones can expand to a mainstream consumer, similar to how energy drink players like Bang and C4 have used ingredients popular in the fitness and nutrition channels to build large omnichannel brands. Landing national fitness chain Equinox’s Earth Bar as a partner is part of that plan: This week, the shots launched at all 38 of the cafe’s locations, 28 of which are located inside an Equinox gym and 10 of which are standalone stores.
“For over 50 years we have taken pride in being a hub for discovery of ‘what’s next’ in the world of wellness,” said John Laun, Earth Bar Vice President of Marketing & Customer Engagement. “Ketone IQ is a truly innovative product which gives our guests access to a high-performance tool previously only available to top tier athletes and those in the bio-hacking space. Exogenous ketones are for everyone, and we’re thrilled to make them available now at all Earth Bar locations.”
While Brandt said the company is preparing to put more marketing resources behind the shots later this year, he noted that HVMN’s healthy online business — profitable and approaching $1 million in monthly revenue — allows the brand to build without pressure to boost its numbers.
“We’re being patient in retail; it’s all about the quality of doors and making sure that the velocity per door makes sense,” he said. “We’re also cognizant of the fact that nine out of 10 people have no idea what this is, and there’s an education gap. So we’re being very careful about getting into those contexts where people are already up to speed with what KetoneIQ is, or at least they are generally familiar with the space.”
Consumer reception for the shots line may influence further innovation down the line; according to Brandt, the technology exists to create a true ready-to-drink beverage – possibly stacked with other functional ingredients – or even foods infused with ketones. As the audience expands, he sees opportunities to grow the conversation around use occasions like study and work.
“We’re not trying to force it into Walmart tomorrow – we will be there in due time,” Brandt said. “We look at Vital Proteins where they put collagen on the map over the last decade as a nutritional. They made it a nice price point, they articulate the benefits like hair, skin and nails really well. They made it taste great. Now a decade later, you go into Costco and there’s a pallet of Vital Proteins there. So that’s, that will be our hero’s journey.”