Carving out a new drinking category that merges fitness and indulgence, Illinois-based entrepreneur Blake Konrardy has developed two protein-enriched beers called Brewtein and Nutribeer. He is currently seeking funding for these products via crowdfunding website Kickstarter.
Brewtein is designed for 'bulking up' with 7g of whey protein, 13g of carbohydrates and 5% alcohol. Meanwhile, Nutribeer is a lager, which contains 4g of protein and 4% alcohol content. At 122 calories, it is a lighter, low-carb alternative for those seeking to limit their calorie intake. "Unwinding by having a few beers with friends should not compromise your fitness goals," says Konrardy.
This sentiment supports our thinking around consumer desire for better-for-you indulgence, as covered in Healthy Indulgence, part of our New Food Frontiers Industry Trend. This is a direction we have been tracking for some time (see Next-Gen Functional Food and Functional Fitness Beer), but it now seems to be gaining increased traction among health-conscious consumers.
From a wider perspective, we are also seeing health and wellness products and experiences being repositioned for modern consumer audiences. See Rebranding Health for more. For developments in sports and energy drinks, read The New Energy Drink.