Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.
Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.
Cytosport, the Benicia, Calif.-based parent company of Muscle Milk and Muscle Milk Light, launched Muscle Milk Light Peach Mango in 14-ounce ready-to-drink bottles. Peach Mango is the first Muscle Milk Light beverage option to be naturally flavored and sweetened with stevia, monk fruit and cane sugar, the company says.
Similar to how superheroes like Spiderman and Batman have been known to blur the boundaries between advocates for justice and vigilantes, sports and protein drinks are transitioning from being separate categories to the emergence of one overall sports performance market, experts say.
Soy protein-fortified beverages usually are formulated with traditional isolated soy protein varying in functionality and sensory attributes. Recently, a new transparent acid-soluble isolated soy protein (TASISP) has been developed through alternative processing methods.
Coupled with its Big Apple campaign, the FRS Co. partnered with multi-faceted entertainer Nick Cannon to promote the debut of all-natural Healthy Protein and Healthy Energy beverages in sleek, recyclable and resealable bottles.
California Natural Products released a line of multi-functional, all-natural sustained energy protein drinks under the CalNaturale Svelte brand. CalNaturale Svelte is a non-dairy, gluten-free natural product formulated as an energy, protein and meal replacement beverage.