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Sports Recovery Shakes

Coke's Core Power is a Dairy-Based Post-Workout Drink

— June 25, 2012 — Lifestyle
Beverage giant Coke has agreed to distribute Core Power, a muscle recovery milkshake-type drink made by Fair Oaks Farm Brands, to approximately 10,000 super markets and convenience stores across the United States.

The Core Power drink is dairy-based and is essentially a high-protein milkshake (with the lactose from the milk removed). According to BrandChannel, Core Power is "built around 26 g per 11.5 oz. of concentrated whey and casein proteins," which is similar to beverages like Muscle Milk and other drinks promoting muscle recovery.

The sports recovery beverage market is growing; these types of drinks are believed by athletes to help boost performance and aid in post-workout muscle recovery. So, the move into this category is a smart one on Coke's part. As the president of Coca-Cola North America Deryk van Rensburg says, the category of sports recovery drinks is "still in the early stage of its growth potential."
Trend Themes
1. Sports Recovery Drinks - Coke's distribution of Core Power highlights the growing market for sports recovery drinks and the potential for further innovation in this category.
2. High-protein Milkshakes - Core Power's success as a dairy-based, protein-rich post-workout drink presents an opportunity for other companies to explore high-protein milkshake options in the beverage market.
3. Muscle Recovery Beverages - The rise of core Power and similar products demonstrates the demand for beverages focused on muscle recovery, indicating potential for disruptive innovation in this sector.
Industry Implications
1. Beverage Manufacturing - The distribution of Core Power by Coke highlights the potential for growth and innovation in the sports recovery drink sector within the beverage manufacturing industry.
2. Dairy Industry - As a dairy-based milkshake, Core Power's success suggests opportunities for the dairy industry to tap into the growing market for high-protein, muscle recovery beverages.
3. Fitness and Athleisure - The increasing popularity of sports recovery drinks like Core Power indicates potential for disruptive innovation within the fitness and athleisure industry, catering to the needs of active individuals.
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