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."