Put it this way, says Protein2o president & CEO Bob Kral, many consumers are watching their liquid calories pretty carefully, and they don’t want to spend an hour in the gym burning calories only to replace a good portion of them 30-seconds after their workout by guzzling down a ‘recovery’ shake.
“When I was at GNC [Kral was SVP merchandising at GNC in 2009/10], I saw protein [beverages] doing some really high numbers and when you see the needle moving so significantly, you know there is a strong trend coming,” adds Kral, who launched his naturally flavored waters enhanced with protein and electrolytes in gyms and a couple of regional convenience store chains in late 2013.
I’ve never seen a product start as quickly as Protein2o with the exception of 5-hour Energy and VitaminWater
Today, Protein2o is available in Hy-Vee, Mariano’s, Roundy’s, Sunset Foods, Fareway Foods, Woodman’s Markets and Vitamin World, with approvals and market tests with other national retailers across all distribution channels in the pipeline.
“We thought we were going to be successful, but even our in-depth planning didn’t foresee how much demand there is for a low-calorie, great tasting water infused with protein,” says Kral.