# Energy-Boosting Protein Drinks REBBL AWAKE+ PROTEIN Drinks Come in Three Varieties By Michael Hemsworth | Published 2024-03-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/rebbl-awake-protein References: [bevnet](https://www.bevnet.com/news/2024/rebbl-launches-new-awake-protein-lineup-of-functional-lattes) & [rebbl](https://rebbl.com/)  The REBBL [AWAKE+ PROTEIN](https://www.trendhunter.com/trends/rebbl-2) functional latte drinks are a new series of refreshments from the brand formulated with functionality in mind to help consumers enjoy more nutritional features from a single product. The drinks are fortified with 10-grams of protein in each 12-ounce serving alongside 10-grams of [Lion's Mane](https://www.trendhunter.com/trends/tenzing-natural-energy-lions-mane) mushroom extract for supporting cognitive function. The product comes in three options including Matcha Latte, Tea Latte and Cold Brew Latte, which are crafted with ceremonial grade matcha, fair trade Assam black tea and organic cold brew, respectively. CMO of [SYSTM Foods](https://www.trendhunter.com/trends/rebbl-clear-protein-beverage) Mike Quinones commented on the REBBL AWAKE+ PROTEIN functional latte drinks saying, "The AWAKE+PROTEIN lineup stands as the Swiss army knife of our portfolio, embodying true functional fuel with added benefits to kickstart your day and sustain stamina. In response to customer demand, we’ve combined our AWAKE and PROTEIN lines, creating a hybrid ‘proffee’ collection that seamlessly unites plant-based protein and caffeine. As a bonus, we’ve elevated these beverages with a nootropic, providing our customers with a functional edge that exceeds the ordinary coffee or tea.” ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 61% | Activity: 72% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Functional Protein Hybrid Drinks:** Innovative beverages combining plant-based protein, caffeine, and nootropics for enhanced functionality and nutritional benefits. - **Cognitive Function-boosting Ingredients:** Formulations integrating Lion's Mane mushroom extract to support cognitive functions in functional beverages, offering a unique wellness aspect. - **Variety-driven Product Offerings:** Brands expanding product lines with Matcha Latte, Tea Latte, and Cold Brew Latte options to cater to diverse consumer preferences and tastes. ### Industries Being Reshaped - **Functional Beverage Industry:** The beverage sector focusing on creating functional drinks that deliver targeted benefits such as protein, cognitive support, and energy enhancement. - **Health and Wellness Industry:** Increasing collaboration between nutrition and beverage companies to develop products that promote physical and cognitive well-being through innovative formulations. - **Consumer Goods Industry:** Adapting to consumer demands for multipurpose products by introducing hybrid collections that merge different categories like protein, caffeine, and nootropics in a single offering. ## Related on Trend Hunter - [Functional Protein-Packed Beverages](https://www.trendhunter.com/trends/rebbl-2.md) - [Organic Protein-Packed Functional Beverages](https://www.trendhunter.com/trends/functional-beverages1.md) - [Hydrating Fruit-Forward Protein Drinks](https://www.trendhunter.com/trends/rebbl-clear-protein-beverage.md) - [Dessert-Inspired Protein Drinks](https://www.trendhunter.com/trends/rebbl-protein-coconut-macaroon.md) - [Mushroom-Enhanced Protein Coffee Collections](https://www.trendhunter.com/trends/protein-coffee1.md) - [Dessert-Like Plant Protein Drinks](https://www.trendhunter.com/trends/rebbl-protein-beverages.md) - [Protein-Packed Energy Drinks](https://www.trendhunter.com/trends/clear-protein-energy.md) - [Protein-Packed Coffeehouse Drinks](https://www.trendhunter.com/trends/beans-brews-protein-coffee.md) - [Functional Reishi-Powered Refreshments](https://www.trendhunter.com/trends/rebbl-revive-reishi-vanilla.md)