- High Brew Coffee is debuting Creamy Cappuccino + Protein, cold brew coffee that aligns with the burgeoning protein trend, at the National Association of Convenience Stores Show, according to a news release.
- The new product has 12 grams of protein and 3 grams of fiber per serving of its cold brew coffee.
- The company is positioning the product as a "perfect pick-me-up for those living an active on-the-go lifestyle" that offers "added nutrition and a quick burst of energy," according to the news release and a statement from High Brew Coffee founder and CEO David Smith.
Protein is already an established functional ingredient in the beverage space, particularly among drinks targeted at athletes and consumers with active lifestyles. Its popularity has given rise to everything from protein shakes and liquid meal replacements to protein and probiotics combinations.
Adding protein to coffee could take this trend to a new level. In this case, High Brew uses a milk protein isolate to add the nutrient to its cold brew beverage. Milk is a common additive to coffee products and an easy way to deliver more complete proteins with this drink. But coffee is already a functional beverage because of its level of caffeine, and High Brew's cold brew coffee also offers twice the natural caffeine as traditionally brewed hot coffee.
The question is whether this type of product will appeal to the target audience. If athletes drink both coffee and protein drinks before or after their workouts, this product could help them get the benefits of both at once. The product may fall flat if consumers don't want protein in their coffee or don't care for the end product's flavor or texture.