While there is no shortage of high-protein shakes, there is a gap in the market for more refreshing products that pack in a meaningful amount of protein, without the calories, says the boss of one of the fastest-growing new entrants to the market: Protein2o.
The beverages - which were launched in late 2013 and are now available at retailers from Kroger to Vitamin World – are rolling out to 750 Walmart stores this month and will be in 10,000+ stores by the second quarter of 2016, says CEO Bob Kral.
“People want to build lean muscle without calories, and that’s pretty hard to do when you are trying to stick to 1,500 or 1,800 calories a day. And a lot of people don’t want a high-calorie, chalky shake in banana, chocolate or vanilla. At 70 calories, Protein2o is the lowest calorie ready-to-drink protein beverage on the market.”
The product, which contains a blend of whey protein isolate and hydrolyzed collagen, natural flavors and fruit and vegetable juice, is sweetened with sucralose, and appeals to both sexes, says Kral.
As for growth, it’s been in the triple digits, adds Kral, who co-founded Protein2o with NFL fullback Matt Suhey and Convenience Valet CEO David Baum (they secured an initial $6m in financing from CK Capital and have since raised a further $3m):