Energy drink brand ZOA has officially launched its ZOA+ Pre-Workout line in powdered format.
Available in Cherry Lime, Fruit Punch and Wild Berry flavors, ZOA+ Pre-Workout powders are sold online direct-to-consumer and on Amazon for $49.99 per 25-serving tub. The products are made with 200 mg of natural caffeine, 800 mg of tyrosine, 400 mg of alpha-GPC and 60 mg of gingko, alongside other functional ingredients, and is NSF Certified for Sport.
Launched in 2021 by a founding team that includes Dwayne “The Rock” Johnson, ZOA was introduced among a wave of better-for-you energy drink innovations that centered around athletic performance and fitness. The core line is billed as an aspirational, healthier alternative to leading energy brands, in contrast to the fitness-focused approach to ZOA+, introduced last year.
“This launch represents a remarkable stride for ZOA energy, as we reshape the standards of excellence in the fitness industry and beyond,” said co-founder and Chief Innovation Officer Dave Rienzi in a press release. “Throughout the development process, I personally tested for performance and taste, and would not let the powders leave my gym until we optimized them just right for our ZOA Warriors, ensuring that every ingredient in the product offers functional benefits.
With powders, ZOA now joins a cohort of brands like Bang, Ghost, Alani Nu, PRIME, LifeAID and C4, all of which have offered their powder versions of their energy or sports drinks which are often sold in drug stores, gyms and online.
The announcement arrives a week after top ZOA backer Molson Coors Beverage Company announced it had increased its investment in the brand. Molson Coors is the exclusive distribution partner for ZOA and the brand has served as a chief component of the conglomerate’s Beyond Beer portfolio of brands. In recent comments, Molson Coors VP of non-alcoholic Kevin Nitz noted that ZOA will soon be accompanied by a “pure play offering” of which it declined to share further details.
In recent months, ZOA has lagged behind the energy category in retail. NielsenIQ reported that retail dollar sales fell -41.1% in the two-week period ending August 12. However, the company said in a press release last week that total U.S. and Canada sales, including online, were up 138% year-over-year with over $100 million in revenue in 2022.
Powders, it would appear, will be another weapon in ZOA’s arsenal as it seeks to turnaround those declines. Earlier this year the company unveiled a rebrand and reformulation of its core line which aims to improve repeat sales – a goal it claims is already being met.