According to an interview in strategy + action As of earlier this year, a drink called “Super Coffee” is now available to 40% of consumers across the United States. I wasn’t particularly surprised to read this statistic—on a cross-country road trip earlier this year, I bumped into drinks constantly at grocery stores and gas stations. Here in New York City, it’s become a staple in the bodegas corner.
Founded by three brothers who made Forbes The “30 Under 30” list hit in 2019, and with the support of popular investors like Aaron Rodgers and Jennifer Lopez, Kitu Life Inc. (The product’s parent company) to a $500 million valuation last summer. The rise of the brand is likely to be supported by both shark tank Appearing in 2018 (although the founders didn’t cut a deal, that segment played well for a national audience), a 300% increase in grocery sales during the height of the quarantine.
However, the reason for Super Coffee’s success is more obvious than all of that: It’s “packed with protein.” The protein economy — dominated by chicken, pork, and turkey at the top, but built on yogurt, nuts, bars, snacks, and more — is expected to grow to a $70 billion market by 2025. Americans always feel insecure that they aren’t getting what Enough protein, so they tend to look for foodstuffs that have a lot of it, get it at the source (the protein supplement market hit $19 billion by itself in 2020), or increasingly look for ways to add protein to that genre. The things they plan to eat or drink anyway.
It was simply the turn of coffee. More than half of Americans over the age of 18 drink coffee every day. More than 70% drink it at least once a week. It’s the norm, so it makes sense that at some point, someone would have tried to get rid of the protein in it. Even Cheerios had a proteinuric stage. On the Super Coffee label, “10G Protein” is marked front and center. The stadium makes perfect sense to anyone who has shopped for food for the past 25 years. Protein is good, so we need a lot of it in order for our muscles to grow. Coffee is for you if you’re not into a Mocha Cookie Crumble Frappuccino, so drinking it with protein is a good idea.
But it’s more complicated than that. For example, most American adults already get plenty of protein. If you live a sedentary lifestyle — which, unfortunately, describes most American adults — you only need about 60 grams of protein per day, max. But most of us routinely consume more than that, in excess of 100 grams, day in and day out. On the one hand, this is an inevitable byproduct of a Western diet based on excessive consumption of meat. But also consider how deliberate It became a protein intake. spot light from New York times, published four years ago, found that 60% of Americans are “actively trying” to increase the amount of protein they bring in daily.
It’s safe to say we haven’t changed our opinions much since then. We’ve tweaked the protein source a bit — “vegetable protein” wasn’t a familiar phrase in 2017 — but the goal has stayed the same. It’s a little worrisome, considering we don’t really know yet what the obsession with protein is doing to the body. But what we do know is that the body “cannot store protein”. It is either used as energy or stored as fat. So when the extra protein arrives without exercise, it puts a strain on vital organs.
For the unstable crowd: None of this should dispel the idea that protein helps build stronger muscles. It certainly does. But while intake should definitely increase to accommodate a dedicated cardio or weightlifting regimen (1.2-1.7 grams per kilogram of body weight, versus 0.8 grams for those not off the couch), plenty of elite athletes overdo it. They boost their calorie intake, which pulls more protein into the daily diet with it, and then GNC with a combo of rich whey or casein powders.
CrossFit addicts don’t need more protein. Cohorts with a track record of malnutrition—the elderly, teenage girls, etc.—are among the rare few that should prioritize protein. The rest of us, especially the most athletically ambitious among us, should turn our attention elsewhere, to fibres. Keep in mind: While American men between the ages of 30 and 39 take in twice the recommended daily amount of protein, they are eating less than Half The amount of fiber they should eat each day.
The scientific research into this is pretty straightforward, as much as it might shock the biggest guy in your gym. Low protein intake “plays an important role in longevity and metabolic health.” In fact, excessive protein intake can stimulate IGF-1, a growth factor that accelerates aging.
It seems unlikely that most protein-dried coffee drinkers would consider overall health geared to longevity. The concept is more urgent than that. It’s about a quick win in the morning. It feels like you’ve done the healthy version of something. On TikTok, protein coffee is an all-around trend, with nearly five million views attached to a “proffee” tag. In the videos, users are shown throwing scoops of protein powder, or complete protein shakes, into cups of coffee. They generally make the mix on the way to work and call it breakfast.
Elsewhere in the beverage industry, products similar to Super Coffee are starting to fill shelves. Brüst is a “protein-packed cold brew coffee made to help you refuel on the go”; Maine Roast offers a blend that contains 15 grams of protein, the equivalent of two shots of espresso; And fledgling brand OWYN has reverse-engineered the concept, adding coffee to its plant-based protein shake.
It has to be said – leave people to their own devices, pouring in Way More protein in their home beer gains than the amount the manufacturers have landed on. Brüst watches at the top of the spectrum, with 20 grams per drink. But some people scoop in several tablespoons of protein powder (at 20 grams a pop). Suddenly, the 10 grams in Super Coffee seems pretty reasonable.
To be fair to the company He is responsible. Compared to the alcoholic beverages offered at Dunkin’ and Starbucks, Mocha Super Coffee shows a great deal of restraint. It contains no sugar (using monk fruit as a sweetener, not some artificial nonsense) and has no fewer than 80 calories. But the important thing for consumers is to manage expectations. The real value of this drink lies in its ability to replace an unhealthy habit – it won’t help you build muscle or lose weight just because.
For better or worse, some buzzwords seem to be trending toward the wellness industry forever. Forget the protein, I can use wax the same length as the “ultra” qualifier all over. But it’s up to consumers — and hopefully before they commit to a twice-monthly delivery subscription — to research and learn what their bodies really need. If there’s room in your daily allowance for 10 grams of protein from a drink, which, by the way, might also give you a pre-workout boost, do it.
But don’t feel the need to drink it, or pressure to start making your own mixes at home, for fear that you’ll miss out on some great shortcuts to health and happiness. If there’s one thing America really leads the world in, it’s protein consumption. you will be fine.
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