The Next Boom in Drinks? Creatine

And it's coming to a shop near you...

Ending a long week on a high note, had the privilege of doing a Guest Lecture on

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, they are never beating the allegations that they have the smartest readers, if you’re curious about my hot takes on CPG investments, the actual things to lookout for in 2026 and what actually makes it on my grocery cart, highly recommend you read this.

Keeping it short because I’m publishing a long deep dive on Sunday that will be for paid subscribers only, but will trigger you all alike—you won’t want to miss out on it.

We’ve been covering creatine’s rise, from it permeating into mainstream and being marketed towards women, to it moving from supplement to snacks and now beverages. A friend introduced me to the founder of Konsoom, a new sparkling creatine RTD that has officially launched this week—and if you think this is nuts, let me refer you to TikTok where you can find thousands of videos of people doing some kind of iteration of creatine drink, from mocktails to flavored sparkling water, we also now have creatine matcha.

I know what you’re thinking—yes, creatine is known to lose its effectiveness when dissolved in water over time as it degrades into creatinine. That doesn’t mean that there haven’t been brands trying to bring this hot powder into the RTD space, the first one I spotted being Fit Aid’s lineup, their whole aesthetics and vibe make it equal parts sketchy and legit. Konsoom debuts as a functional drink aimed to aid in giving you endurance and helping you recover, their first flavor is Crisp Blueberry.

Here’s more on the brand background, via founder Jordan Wheeler:

“ Konsoom is a food & beverage company set out to contribute to a culture of functional consumption: create products that actually help you, taste good, and maintain label integrity without compromise. That mission led to our first SKU, where I saw a huge white space in the creatine category. Everyone should be taking it, from fitness enthusiasts to our parents, but the formats for consumption haven’t been great: dry scooping, gummies with trace amounts per serving, or smoothies that aren’t realistic for daily use.

Over the past 8 months, we’ve worked diligently to develop a RTD beverage supplement that delivers the recommended daily dosage of creatine, while also hydrating and supporting recovery, with just 10 clean ingredients.”

When asked how they mitigate the problem of creatine losing its effectives in liquid over time—

“We use a proprietary blend called CreaBev (manufactured by Glanbia Nutritionals) which is engineered & tested both for solubility and long term creatine stability.

We formulated Konsoom’s first SKU in a way where consumers can get their recommend daily dosage of creatine in an accessible format.”

When I inquired about their GTM they let me know there’s been a lot of interest in a variety of different retailers from medium to large, and are also going on Airgoods, they just had their first production run 10 days ago and the website went live today.

If you ask me the real opportunity lies in making a milk RTD with creatine, from my previous research digging into Man Cereal, there’s a lot to back up that milk (being a carb) is the perfect vessel for creatine to be absorbed by our bodies. If Fairlife and Coca-Cola know what’s good for them, they will listen.

You’re welcome.