When VUUM first launched in late 2023, it was largely alone in trying to pitch consumers that sparkling energy and protein were a proper match. But today, as the startup debuts a rebranded and reformulated product line dubbed ‘VUUM 2.0’, it has found itself one of many carbonated protein drinks working to pioneer and validate an emerging category.
Founded by Matt Forsey and Valentino Sinacola when they were students at the University of Southern California graduates, VUUM’s 12 oz. canned beverages feature 10 grams of plant-based protein, 135 mg of caffeine and L-Theanine to provide a complete solution for consumers’ pre- and post-workout needs.
The reiterated line, which was reformulated to reduce stevia aftertaste and to lower the price point, now comes in four flavors: White Peach Ginger, Strawberry Dragon Fruit, Raspberry Lemon and Watermelon Key Lime; the original three-SKU lineup which had included now-discontinued Berries and Strawberry Tangerine flavors.
“We’ve realized in our messaging and in our consumer education how much really has to go into that for the consumer to understand that protein can be consumed and even available in this new format,” Forsey told BevNET in a phone call last week.
According to Sinacola, the company looked to dial-in on and “champion” its two main ingredients of protein and caffeine and created a new formula that is “lighter and brighter.” The updated products still have L-Theanine and added Vitamins B12 and D, but other amino acids like L-Leucine, L-Valine, L-Citrulline and L-Carnitine – which Sinacola called “fluff” – that were present in the “1.0” version have been stripped out.
The packaging has also been updated. While Version 1.0 embraced a minimalist aesthetic with a silver can and little information about the drink on the front panel, VUUM 2.0 is hoping to better communicate the drink’s aspects and benefits with more text and color while maintaining the silver backdrop that has to date defined the brand’s look. The updated look includes callouts on the top of the can and the flavor has been moved to the middle of the can, as on the old design it was frequently blocked by the lip of the shelf in retail.
“Our old packaging was very edgy and modern …but that didn’t work for us,” Sinacola said. “It was a lot about the brand, which was not the selling point as a first year company. The selling point needed to be what our product was and what it was introducing, which is sparkling clear plant protein.”
Distribution Ramps Up
About a year and a half ago, VUUM had launched online via D2C and Amazon and was just hitting brick-and-mortar accounts with Barry’s Bootcamp, Harmons, Erewhon and Central Market all enlisted to carry the brand. Today, the brand is focusing on growing across the country with regional focuses on the West Coast, Southwest and the Northeast markets, including Southern California and New York City.
While Forsey and Sinacola take pride in being first-to-market among the new wave of sparkling protein drinks, they admit that the emergence of other brands in the space – including from brands like Bucked Up, Don’t Quit and Feisty, among others – has been beneficial for VUUM as it works to establish its retail presence, with buyers in natural and conventional accounts becoming more open to the concept.
Initially, Sinacola said the brand struggled with in-store placements – existing in between the energy and protein sets – and buyer awareness of the category was frequently as low as consumer awareness. That’s changing now.
“We’ve seen an evolving acceptance and understanding of what this drink even is,” Forsey said. “It’s also been interesting to engage in dialog with buyers about just where they think we see the category going. Is it going to be more and a sport nutrition kind of play? Is it going to be more leisure protein? Is it going to be better-for-you soda? It really does feel like a category is being created.”
While they both still see VUUM’s potential as a larger lifestyle brand down the line, Forsey said he believes the clear and sparkling protein segment “will definitely manifest itself in sport protein,” but that it has strong potential to also “expand more into leisure” as demand for better-for-you refreshment and functional drinks remains high. Still, Forsey feels it’s more important for VUUM to embrace the sports world before it attempts to take on the leisure occasion.
“If you are drinking a protein soda, no matter the format you’re looking for, the function you’re getting is extra calories. I think it is a choice,” he said. “There’s this kind of innate tie of protein to sport, and I think that it’s going to be hard for brands to go from better-for-you soda to an actual sport product, versus going down the vertical from sports to better-for-you.”