Matok V’Kal “shakes up” industry with plant-based, hot protein sports beverage

27 Mar 2019 --- Israeli food manufacturer Matok V’Kal has launched a hot protein beverage – Fit4style Protein Cup – for post-workout consumption. The vegan formulation delivers 21g of protein and amino acids and is touted as being lactose- and soy-free. The launch closely follows the company’s recent innovation for the sports nutrition category: a mint-flavored spray – coined Fit4style Energy Spray – that delivers only six calories, yet aims to boost stamina during high-endurance workouts.

The continued mainstreaming of the sports nutrition sector is having a profound impact on new product activity and is spurring innovation, specifically in protein. Innova Market Insights has reported strong growth in sports-related positionings within mainstream food and beverage NPD.

Protein beverages make up a significant market share of sports nutrition NPD, yet offerings are generally advertised for cold or room-temperature consumption. Proteins are dispersible in cold water but can coagulate when heated, yet Matok V’Kal has applied new a new formulation to overcome this challenge. “We searched for very specific ingredients. Each ingredient is suitable for dispersion in some way but, the combination with the other raw materials results in excellent dispersion in the beverage,” Noam Kaplan, CEO of the company, tells NutritionInsight.

“The inspiration for the Fit4style Protein Cup came from the desire of consumers engaging in an active lifestyle for an elegant, delicious protein drink in an easy-to-use format,” explains Kaplan. “Fit4style hot protein beverage is as easy and familiar to make – and enjoy – as a cup of coffee.”

The powdered mixture for hot consumption comes in three flavors: salted caramel, vanilla and coffee.

“Our product was developed according to the latest trends: vegan, allergen-free and designed for consumers with active lifestyles. The product is similar in size and appearance to a regular cup of coffee, it does not require shaking and it addresses the general desire to maintain a healthy lifestyle conducting recreational sports activities,” he explains.

Fit4style Protein Cup comes in a disposable cup that includes the protein mixture, a stirrer and a cap. To prepare the drink, remove the aluminum seal, add hot water and stir.

Each cup packs 21g of vegetable protein, including 4g of branch-chain amino acids (BCAAs, including 2.7g L-leucine).

Fit4style Protein Cup is the second product for sports nutrition launched by Matok V’Kal in 2019.  Launched last month, Fit4style Energy Spray, a mint-flavored, 6-calorie shot designed to provide an extra energy kick for consumers during sports activity. It is touted as helping to boost stamina for up to 75 minutes during high-endurance workouts and sports activities, without caffeine or other stimulants. 

Each unit of Fit4style Energy Spray delivers 1.3g of carbohydrates and mint extract that coats the mouth. Further studies have indicated that the presence in the mouth of certain carbohydrate compounds can help mimic ingestion of caloric energy, fooling the body into generating a short burst of extra energy.