Barebells unveiled its expansion into protein soda at the National Association of Convenience Stores (NACS) trade show last week, sampling its three varieties — Pineapple Sunrise, Wild Strawberry and Sweet Cherry — as it uses brand equity in the bar set to build a new arm of the business.
Each 12 oz. slim can contains 200 milligrams of caffeine, 10 grams of clear whey protein and sweetened with sucralose to make it sugar-free.
“Ten grams of protein will not make or break your day but its a nice little dress-up for a caffeinated beverage,” said Annie DeSanctis, head of marketing at Barebells’ parent company Vitamin Well. “We know the consumer is looking for that midday pick-me-up, but also striving to hit protein goals. It felt like a natural combination.”
The bar brand’s parent company, Vitamin Well Group, has roots in beverages and is leveraging its experience to bring new drinkable protein options to market.
The protein soda line will launch initially on Amazon as the company lines up retail partners in grocery “with convenience following fast,” DeSanctis said.
Vitamin Well is currently moving to bring manufacturing in-house for both bars and drinks in the U.S., it is currently co-packing its beverage innovation.
Barebells Protein Soda’s “retro gas-station” branding is separate but “fits the lifestyle appeal” of the brand, DeSanctis added.
There’s also more protein innovation on the way. At NACS, the brand quietly sampled a 3-SKU line of ultra-filtered protein milks slated to potentially launch next month. Available in Vanilla, Chocolate and Strawberry, each contains 24 grams of protein and zero caffeine.
Outside of protein, Vitamin Well’s performance beverage brand NOCCO is also expanding with a new carbonated Electrolyte subline in 12 oz. slim cans with 200mg of caffeine and B vitamins in each.
Category Expansion Continues
Over the course of just a few months, protein-infused sodas have gone from a disruptive curio to a legitimate emerging category, as seen from the growing family of products on display at NACS last week.
As the space quickly evolves, brands are attempting to put their stamp on a unique approach. After introducing its caffeine-free carbonated protein drinks (25 grams each) in 16 oz. cans in March, Bucked Up is seeking to encourage female consumers into the space with a new complementary line that drops the payload down to 20 grams of whey protein per 12 oz. slim can, while adding 8 grams of collagen (types I and II). Those will launch in 4-packs in four flavors: Orange Cream, Red Raz, Grape and Strawberry Lemonade.
Meanwhile, Genius Gourmet – which boasts 30 grams of clear whey protein per 12 oz. slim can, is preparing to introduce Fruit Punch as its newest flavor in the coming months.