New functional energy drink Nutrein has hit the convenience market, with plans to be in 5,000 stores by March.
The NPD is so far listed in 200 convenience and forecourt stores, including retailers with Nisa, Spar, Morrisons Daily, and Budgens.
It launched in August with three flavours – Mango Sunrise, Pink Lemonade, and Peach Passion – using “clean” ingredients and natural caffeine extracted from green coffee beans.
It also contains B vitamins to combat tiredness and fatigue, L-theanine to aid both brain function and sleep, ashwagandha to combat stress and anxiety, and maca root to boost energy and mood, the business said.
Nutrein, which also operates an online DTC business selling the energy drinks and functional protein powders, organises its own distribution to stores through third-party fulfilment partners.
Co-founder Steve Rush, however, said he was in talks with wholesalers, including Nisa and Bestway, to arrange a more permanent supply deal.
He added that there were plans to launch three more variants of the energy drink over the next year, including a mixed berry flavour. He said Nutrein was also working on a “major brand collaboration”.
“We developed Nutrein Energy after I wasn’t able to find an energy drink that didn’t contain excessive sugar, artificial ingredients or sweeteners,” said Rush.
“With Nutrein already making a name for itself for innovation with our functional clear protein shakes that are used amongst athletes, rugby teams, Premier League and elite motorsports, we decided to use our award-winning team to have a go at the energy drink market.
“We brought in industry-leading experts in replacement ingredients, food scientists and world-leading flavour houses to redefine what an energy drink could be.
“It was important that this wasn’t just another energy drink and it solved a problem. It had to be functional, and I would argue it’s the most functional on the market, healthy, free from artificial ingredients, and have a taste profile of a typical mainstream drink.”
No comments yet