Protein drink brand Iconic Protein on Monday announced the launch of two new flavors, a move designed to meet consumer demand for additional functional benefits, according to the company.
The new varieties, Golden Milk and Coconut Matcha, are now available in stores in 11.5 oz. plastic bottles. As with the brand’s three existing flavors, both SKUs contain 20 g of grass-fed milk protein, 4 g of fiber, 3 g of sugar and 130 calories per bottle. Golden Milk and Coconut Matcha are currently available online via Amazon and Iconic’s website, and will be rolling out to select retail partners including Sprouts, Wegmans and Fresh Market throughout January.
Iconic co-founder and CEO Billy Bosch explained that, after earning consumers’ trust with its core flavors, the company recognized an opportunity to further extend the brand beyond traditional use occasions for protein drinks, such as dieting or post-workout recovery.
“What we heard from our customers is that they really craved additional functionality,” he said. “They are looking at different occasions throughout the day for protein.”
To deliver those additional benefits on different occasions, Bosch turned to two on-trend natural ingredients in beverage: turmeric and matcha. The anti-inflammatory properties of turmeric, he noted, allows Golden Milk to act as a “restorative elixir.” Meanwhile, matcha provides a less caffeinated (80 mg) alternative to coffee.
While the ingredients and specific functional benefits may be new, Bosch said the concept ties back to Iconic’s overriding mission to make protein drinks tastier and more approachable.
“There’s an opportunity to earn new customers through a more palatable flavor profile,” he said, noting that the company had been working on the new SKUs for over a year. In addition to turmeric, ginger and black pepper, Golden Milk also includes a hint of cinnamon spice. Coconut Matcha contains coconut cream, which adds both flavor and the additional cognitive effects of medium-chain triglycerides (MCT) oil.
“There’s a connotation in the protein category that [drinks] are not going to taste very good,” he Bosch said. “For Iconic, it’s the opposite. People love the functionality but they are buying it because it tastes really good.”
Bosch said that, despite coming at the beginning of the year, ensuring the success of the two new flavors would be the company’s key focus over the next 12 months.
“There’s a conscious effort within our team to make sure we focus on really nailing these flavors and executing them,” he said.