New Beverage Hybrids

Part of what makes the beverage market so hot right now is the astute crossbreeding and hybridization of beverage concepts on the R&D bench. Two recent iterations that have come to fruition combine a couple of categories that each, individually, have emerged as serious segments in their own right over the last several years: smoothies, milk-based drinks in general, and energy drinks. Fusing key characteristics from different categories could prove profitable if these new hybrids retain enough of their core audience while pulling some new folks into the fray.

Ever since that Indiana University study last year that compared the efficacy of chocolate milk vs. sports drinks for endurance athletes (cyclists and swimmers, I think) hit the streets, I figured a new crew of milk-based sports drinks would soon follow (and, turns out, that’s exactly the line of thought behind the company manufacturing some of these products). Although other variations on this theme might already be on the market (feel free to chime in), the other day I saw a product—dubbed Slammers® Sport Milk—that claims to be the first of its kind and will hit the market this summer. Reportedly, it “was developed in response to a growing body of scientific and empirical evidence that suggests milk can play an important role in post-exercise recovery and rehydration” notes the press release. The companion product to the new sport milk is a—what else?—milk-based energy drink.

Along similar lines, Stonyfield Farm recently released an energy smoothie called Shift™. The company is helping boost its launch by sponsoring a United States Cycling Federation Racing Team. (I like the use of the term “sustainable energy” in Gary Hirshberg’s description of the impetus behind the creation of the product… Hirshberg is Stonyfield’s president and “CE-Yo”…)

Keep your eye on these drinks and the inevitable similar lot soon to follow. I bet they’re headed in the right direction as far as fusing image, fun and nutrition are concerned.