Beer Marketer's Insights - NEW PRODUCTS: Mateina Yerba Mate, Todo Protein Shake, Wavy Daze Alc-Alternative

Catching up on new and recent launches that we've had to let go in the flurry of recent news, we're profiling trio of canned entries in yerba mate, protein and alc-alternative spaces. From Frigid Montreal Comes Tropical Yerba Mate Hydrator Mateina Tho Montreal-based Mateina launched in Canada nearly 8 years ago, national rollout within US Whole Foods stores of its recently created Zero Sugar extension makes yerba mate energizer broadly available for first time to those below 49th parallel. The brand (styled with an accent as Mate&iacute;na) was launched by Nicolas Beaupre, its CEO, and Elodie Simard in Feb 2017 after Beaupre encountered ingredient for first time on "an epic ski/language immersion trip to Chile," bringing coupla kilos home in his backpack. They devised 12-oz bev that brings 120 mg lift of clean caffeine from hand-harvested, air-dried yerba mate from fourth-generation growers in Misiones, Argentina, and undergoes cold-brew process. It includes no synthetic additives or artificial colors. Sweetening is via juice extracts and stevia, for 20 calories per can. Flavor lineup is Lemon Original, Peach Passion, Mint Limeade, Raspberry Yuzu and Mango Key Lime. To amplify their message early last year they recruited as an ally the Stanford prof and health podcaster Andrew Huberman, whose other advisory roles include AG1 (the former Athletic Greens).By founders' account, devising Zero Sugar extension was arduous process that required extensive rejiggering of each flavor but it opened door to national entry to Whole Foods US, with Erewhon and SunLife Organics among other retail partners. It's available to retailers on Faire.com platform. By now brand boasts national footprint across Canada. Also in portfolio are loose leaf mate and a line of Yerba Mate Electrolyte Mix that melds 100 mg of mate-derived caffeine with 210 mg sodium, 120 mg potassium and 15 mg magnesium on electrolyte side tho the powder mix currently is listed as "sold out - back soon!" on website.With Delay from Copacker Conflagration, Todo Smoothie Returns as Protein/Prebiotic GLP-1 Stimulator It's hard to keep to your launch schedule when the copacker you were planning to use burns down but GLP-1-friendly protein shake called Todo finally got to market this fall, a few months late. Todo offers 26 g payload of protein along with 6 g of prebiotic fiber that are intended to naturally stimulate body's production of GLP-1 hormone that's targeted by drugs like Ozempic. Brand's promise is that each 12-oz can will provide 4 hrs of satiety. "Fiber + Protein" block letters herald on front panel of earth-toned sleek can. "With the rise of GLP-1 awareness, we saw an opportunity to create a product that aligns with those conversations by focusing on natural satiety," per founder Niket Soni, a tech exec whose resume includes runs at Grocera and HelloFresh. "This is more than a protein shake: it's a new standard for fullness and function." Ingredient bill includes from 2% lactose-free milk, milk protein isolate, high-oleic sunflower oil, agave inulin fiber and oat fiber. Flavors are Milk Chocolate, Chocolate Hazelnut and caffeine-free Espresso. The launch actually is a restage of an earlier smoothie offering that featured blend of 21 fruits & veggies sourced from NutriFusion, going to shake formulation that lowers the calories and carbs but ups the fiber and protein. On website canned brand goes out at about $4 per can.Wavy Daze Offers Retro Take on Functional Seltzer Out of Clearwater, Fla, has emerged Wavy Daze, which positions itself as "a retro-inspired functional seltzer brand created for the sober-curious generation and anyone seeking a social alternative to alcohol." It was founded only in Feb by CMO Alivia Sapienza and CEO Noah Wurr, both early in their careers, and by Oct had run its first 10K cans in 4 flavors, riding national marketing tie to The Beauty Boost women&#39;s empowerment community spanning 34 cities, starting with events in Denver, Cincinnati, Columbus and Tampa. Sweetening via stevia keeps calorie count at 5-10. The 12-oz sleek can line blends lion&#39;s mane mushrooms, lemon balm, L-theanine, saffron, ashwagandha, and ginger in Raspberry Lemon, Cherry Limeade, Strawberry Basil and Crisp Apple flavors. Founders are planning a full-scale production run in Jan. Info here.

NEW PRODUCTS: Mateina Yerba Mate, Todo Protein Shake, Wavy Daze Alc-Alternative

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