Disruptive drinks? Dutch start-up launches CBD and plant-based protein drinks at Anuga

07 Oct 2019 --- Dutch start-up Tranz used the Anuga showfloor to underscore how it bypassed EU regulations on CBD-infused beverages to debut its potentially disruptive drink. Speaking with NutritionInsight, the company’s Co-Founder explains how Sparkling CBD Water contains pharma-grade cannabis oil that allows it to be commercialized in Europe. Meanwhile, Tranz also launched its new plant-based amino acid drink targeting the sports nutrition space.

“Tranz stands for transparency because we are able to tell you exactly what we put in our drinks,” says Wiljan Daris, the company’s Co-Founder. The start-up’s ethos is reflected, not only by its sourcing practices but also via the products showcased at the event which are transparent, fizzy formulations infused with cannabidiol (CBD) and essential amino acids.

The start-up company positions itself as a health and activities drinks brand looking to disrupt the market with its CBD-infused water. In the EU, the use of CBD in food and beverage launches is not yet permitted, as CBD is considered an unauthorized novel food. Regulatory updates are pending to allow manufacturers to use it in food and beverage applications. However, Tranz’s CBD-infused water overcomes this hurdle as it uses pharma-grade cannabis oil whose use is more nuanced. The product made its debut on the opening day of Anuga and will soon be available to market. 

Despite the growing popularity of products containing CBD, there is still a gap in scientific knowledge on CBD’s real benefits and interaction with other substances. However, this has not hampered wide-ranging NPD in the space which has been growing steadily in recent months. 

Tranz’s CBD-infused water, coined Sparkling CBD water, is available in lemongrass and ginger flavor. “It contains 10mg of cannabis oil that meets all the requirements of the EU regulations on CBD. We managed to find a supplier whose CBD oil is pharma-grade and not classified as a novel food. The drink contains hardly any calories as it is sweetened with Stevia, to boost the taste components of lemongrass and ginger,” Daris explains.

As the regulatory conditions around CBD are still hazy, companies are looking for ways to tap into the trend without “breaking the rules.” In the pharma-grade CBD space, there seems to be more freedom to explore the trend. Recently, the European Commission (EC) granted UK-based GW Pharmaceuticals (GW) marketing authorization for its CBD oral solution for patients with severe forms of epilepsy. 

Plant-based sports nutrition
The continued mainstreaming of the sports nutrition sector has had a profound impact on new product activity and is spurring innovation in NPD. Innova Market Insights reports strong growth in sports-related positionings within mainstream food and beverage launches. A 188 percent growth has been reported in new products with a high/source of protein positioning and a 65 percent rise in energy/alertness positions from 2013-2017.

Tranz launched its functional waters line at Anuga 2019, Cologne, Germany.Ready-to-drink (RTD) beverages in the sports nutrition sector often feature whey protein-infused beverages which usually offer a drink with an astringent taste. Plant-based proteins and essential amino acids also present taste hurdles, which Tranz set out to tackle.

The second innovation that the company presented at Anuga is a plant-based amino acid drink that targets the active demographics. Coined Tranz Ginger Prickly Pear, the drink contains 3,300mg of pharma-grade essential amino acids that are sourced from Germany. The drink is rich in vitamin B and contains no artificial colors or sweeteners. 

“It is a plant-based alternative to protein drinks and protein shakes. It is much more efficient to take three or four grams of essential amino acids instead of a whey shake of a protein water with 20gr of whey protein in it, for example,” Daris says.

According to Innova Market Insights data, the use of branched-chain amino acids (BCAA) and amino acids on the front-of-pack of new products has enjoyed a global CAGR of 35 percent from 2013-2017.

“One of the big challenges was that essential amino acids – to put it mildly – do not taste good. So we had to overcome tasting challenges. We managed that by using flavors that are balancing out the essential amino acid taste, such as pear and ginger,” he adds.

The launch targets the sports nutrition genre and seeks to engage consumers that are looking for an alternative to animal-derived proteins. Essential amino acids help boost muscle formation and are among the top five most popular dietary supplements in sports nutrition. 

Tranz’s beverages include just a few, sustainable ingredients, Daris explains, which are sourced directly from producers. Clean label is still a strong industry trend that continues to influence consumer choices. Innova Market Insights reports a 13 percent CAGR in food and beverage launches with a clean label claim (Global, 2013-2017). Products with this type of positioning accounted for 29 percent of global new food & beverage launches in 2017.

“We source raw materials at a high-quality standard, to manufacture our drinks so we based our branding on the transparency we offer our customers,” Daris adds.

With RTD beverages becoming increasingly popular for their convenience and nutritional attributes, the sector is expected to grow further with plenty of opportunities for new launches.

By Kristiana Lalou