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."
Why This Trend Is Growing
- 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.
- 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.
- 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.
Industries Being Reshaped
- 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.
- 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.
- 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.
