Bible Approved Protein Bar
colostrum soda, electrolyte lollipops, creatine donuts
“Im a huge fan of your style Andrea! The insights paired with a comedic undertone is so refreshing - I know genius when I see it.” Cristina, a paid reader.
The protein bar world is riddled with bible names from David to Jacob, Holy Locust calls itself “biblical protein” but according to influencer Kayla Bundy the only bible approved protein bar—is a block of parmesan cheese.
Unsure if it’s in the Old Testament that God condemns EPG, regardless of His approval, parmesan cheese has been making the rounds as a healthier alternative to processed protein bars. Personally I’m excited to see this idea actually trickling into CPG, Takeaways is an upcoming brand that does savoury snack bars featuring puffed cheese, I go to try their flavors recently and the pizza one is out of this world, it literally reminds me of 90s pizza combos, bless.
Carbonated Colostrum…
If you’ve read our “Optimizing for Oblivion” issue, you saw this coming, ARMRA has released a colostrum soda, remember we’ve previously noted creatine and colostrum would be the supplements to break through aisles into RTD’s and snacks. From paraxanthine, to chlorophyll, everything has it’s beverage equivalent now, Konsoom debuted a creatine soda last year, more have since followed. When it comes to colostrum, would the carbonation not interfere with the actual benefits of it? Does 1g per can even make a difference, how many are we supposed to be chugging a day to see some actual benefit? Need my food scientist friends to weigh in… “Cold-Chain BioPotent Tecnology” is incredible branding
Can we talk about how much they look like the original Update?
Suck Your Electrolytes
Last year SUKR launched an electrolyte lollipop in Canada, most recently Le Lick has brought that concept to the US, beyond pouches and RTD’s electrolytes are taking on different formats, will licking salt prove lucrative?
You can even pack a lip of electrolytes courtesy of ZALT pouches and electrolyte gum is basically a modern version of the OG Gatorade one (RIP)—which is your preferred method?
Cottage Cheese as a Platform—
From dips to dressings and ice cream pints, cottage cheese is moving on from it’s curdy bland past, to smoother and more flavor infused. Have you spotted anything else using it as base?
Creatine and Carbs
We’ve noted how creatine and carbs are increasing in popularity, from croissants to cereal and now donuts. Singapore’s Foulplay partnered with Korio to bring for a limited time offer, but I suspect we will continue to see more creatine pastries come about.
Tale of Two Celebrity Cans
Casamigos raised $15M led by Cavu, Coatue and Discovery Land Company for Crazy Mountain their bid into the NA beer world, competing on the premium side of it, something that Bero built out for the category. With this new investment, it would seem they are trying to get the brand to Bero’s level, Discovery Land owns some of the most exclusives properties and resorts, which Crazy Mountain will leverage to attach luxe to their product. Bero’s been able to achieve that in a way that feels more authentic and less forced, their latest padel classic in LA is a good example of the brand blending luxe and community, and not just hinging on celebrity clout.
Also does this mean we will be seeing Bero skinny cans and bottles soon?!
Chef Packaged Goods
Gymkhana announced an $8.5M Series A led by CAVU, to bring Michelin level quality indian CPG line into mainstream US. From Carbone to Momofuku, Tacombi and Mimi Chengs, restaurants are leveraging CPG to expand their footprint beyond their physical locations, you can check out our deep dive where we include examples from around the world here.’
Protein Pints are the New Halo Top
Frozen One raised $2M seed round led by Supernatural Ventures, back in 2024 I told you protein pints would become the new Halo top phenom, it’s no longer about less calories per pint, but rather more protein per pint.
