Beverage and Technical Innovation Category: 2024 Winner Love Muscle - Protein Water - Sparkling Pineapple
Karina Young, the visionary behind Love Muscle’s innovative products, had a dream: to create a beverage that was not only delicious but also beneficial for your health. After extensive research and testing, her vision became a reality with the launch of Protein Water – Sparkling Pineapple.
This groundbreaking product made a lasting impression at the 2024 Food Awards, where it won both the Beverage Award and the Technical Innovation Award.
Protein Water – Sparkling Pineapple, a tropical delight, stands out with 12 grams of premium whey protein isolate per can and is one of the first carbonated protein drinks in the New Zealand market to be completely free from sugar, fat, and carbohydrates.
A bodybuilder herself, Karina knew exactly what she wanted her beverage to achieve.
"I wanted to create a drink made with natural flavours and no preservatives, offering health benefits like essential amino acids and BCAAs for muscle support. Above all, I wanted it to be packed with protein and taste amazing," she says.
"Texture and mouthfeel were critical to me. Perfecting these was key to its success. People constantly tell me how much they love the drink and are surprised by its smooth texture, especially since it contains whey protein."
The technical judges were equally impressed, commenting, “This entrant worked closely with suppliers and food technologists to overcome several technical challenges and meet the needs of their target audience. This ready-to-drink functional beverage excels in multiple areas, providing an outstanding sensory experience with no compromises. It delivers a significant amount of protein with zero sugar, while maintaining a clean, pleasant flavour. Despite the protein content, it remains clear and sparkling with no cloudiness, offering a visually appealing product.”
Karina is excited about the future and the opportunities ahead.
“It’s truly amazing to see the doors that are opening.”
Entry (extracts):
1. Product name
Love Muscle
2. Product description
Love Muscle’s range of protein beverages are designed for active individuals seeking a lighter, bubbly, low-carb alternative to traditional protein shakes. Packed with high-quality whey protein isolate, each drink supports muscle recovery and lean muscle growth with zero sugar, zero fat, and ultra-low carbs.
Free from artificial colours, flavours, and preservatives, our beverages offer a clean, refreshing taste with essential amino acids and BCAAs. Whether you're post-workout or on the go, Love Muscle delivers a convenient protein boost without the heaviness of other options.
It's the era for lighter, thirst-quenching options that fit perfectly into busy lifestyles. Leave the powder for home—our NZ made sparkling protein is here to energise your day.
Innovation:
3. Where did the idea for this product come from?
The idea for Love Muscle’s Sparkling Protein stemmed from the desire to create a delicious, low-calorie protein beverage that people would genuinely enjoy. Recognising the need for a refreshing, satisfying protein boost, we set out to craft a beverage that would not only support fitness goals but also offer a taste people would love and keep coming back for. By combining simplicity with bold flavours, we developed a drink that delivers essential protein in a way that makes it feel more like a treat than a supplement—perfect for anyone who values taste as much as nutrition.
4. How did you determine product originality and validate market need?
To validate the originality of our Sparkling Protein and assess market demand, we employed a thorough approach that combined market research, consumer feedback, and competitive analysis.
Market Research
We explored trends in the beverage and health industries, identifying a rising demand for functional drinks that offer both hydration and nutritional benefits. We also analysed shifting consumer preferences, particularly the move towards convenient, low-calorie protein options that align with active and health-conscious lifestyles.
Consumer Feedback
Through focus groups and surveys, we gathered insights into consumer needs, including preferences for flavours, sweetness levels, and ingredient transparency. We found a strong desire for a refreshing, protein-packed beverage that’s lighter and less heavy than traditional protein shakes or supplements.
Competitive Analysis
We reviewed existing products on the market and identified a gap for a sparkling protein that combines the benefits of high protein with a refreshing, fruity taste. We also noted a lack of options offering zero sugar, zero fat, and ultra-low carbs, especially those with natural flavours and no preservatives, which helped us position our product uniquely.
Pilot Testing
We developed prototypes and conducted taste tests with a diverse group of participants. Their feedback helped us refine the formula to ensure it met our high standards for taste and nutritional value. Positive responses reinforced the product’s potential success.
Health and Wellness Trends
We aligned our product with growing trends in health and wellness, including the increasing popularity of keto and vegetarian-friendly products. This ensured our beverage appealed to a wide audience with various dietary preferences.
By combining these strategies, we confirmed the originality of our Sparkling Protein and validated the market need for a delicious, functional, and convenient protein beverage.
5. Did your company incorporate new technologies or ingredients in the development of this product and if so, please describe them.
We incorporated new technologies and innovative ingredients to ensure a high-quality, effective, and enjoyable product. Here are some key aspects:
Clear Protein Technology:
Unlike traditional protein drinks, our range utilises clear protein technology ensures a transparent, aesthetically pleasing beverage without compromising protein content. Advanced filtration isolates and purifies the whey protein, maintaining its benefits while keeping the drink crystal clear.
Advanced Protein Sourcing:
We used premium whey protein isolate, which is known for its high protein content and rapid absorption. Whey protein isolate is filtered to remove most of the fats and carbohydrates, making it an ideal choice for a low-calorie, high-protein beverage.
Natural Flavours & Colours:
Our products feature natural flavours and colours, along with sucralose to provide a zero-sugar sweetness that mimics the taste of sugar without the calories.
By incorporating these new technologies and ingredients, we were able to create a protein beverage not only meets but exceeds consumer expectations for taste, nutritional value, and convenience.
6. What were some of the challenges in developing this product and how did you overcome them?
Obtaining Clarity:
Achieving clarity with whey protein isolate was particularly difficult. We don't want to share the specifics of how we achieved this, but it involved consulting with scientists who specialise in this type of ingredient. Their expertise was crucial in guiding us through the process required to maintain a clear and visually appealing product.
Mouthfeel:
Perfecting the mouthfeel of the beverage was another major challenge. Initially, the texture did not meet our standards. This required numerous iterations and trials to find the right balance. By experimenting with various techniques and ingredients, we were able to achieve a mouthfeel that is both enjoyable and satisfying.
Scaling Up Production:
Scaling up production presented its own set of difficulties, particularly with mixing the whey protein, which proved to be very challenging. The whey protein is hard to mix on a larger scale, necessitating a workaround to address equipment limitations. We overcame this by breaking the blending process into smaller portions, allowing for better control and consistency in the final product.
7. In your food technologist’s words (using science, technology and engineering explanations), what was the proudest moment in the product development process?
The proudest moment in the development of our Sparkling Protein was successfully achieving and maintaining the desired clarity in the finished product. This accomplishment was the result of leveraging advanced food science principles and engineering techniques.
Achieving clarity in a protein-enriched beverage is a complex task due to the tendency of protein molecules to aggregate and precipitate, leading to turbidity. By selecting the appropriate whey protein isolate, known for its clear solubility properties, we laid the foundation for a clear product.
The breakthrough came when we optimised our processing parameters, which were critical to maintaining protein solubility and clarity. Consulting with specialists in protein chemistry provided valuable insights that guided us in refining these parameters.
This journey showcased our team's expertise in food science and engineering while highlighting our commitment to innovation and quality. Successfully overcoming these challenges and seeing the product meet and exceed consumer expectations was incredibly rewarding.
Sustainability:
8. Describe how environmental outcomes have been optimised across the life cycle of the product entered. Demonstrate your process with examples of initiatives.
Our sustainability efforts encompass various initiatives aimed at improving waste management and utilising byproducts effectively. Here are some key examples of our initiatives:
Eco-Friendly Packaging:
Our protein beverage is packaged in aluminium cans, which are recyclable indefinitely. This choice not only reduces waste but also minimises the environmental impact associated with packaging production and disposal.
The lightweight nature of our cans reduces the carbon footprint associated with transportation. By decreasing the weight of our shipments, we lower fuel consumption and greenhouse gas emissions during distribution.
All unused cardboard boxes are kept for shipping out part case orders, further reducing waste and promoting reuse.
Byproduct Usage:
Our primary ingredient, WPI, is a byproduct of the cheesemaking process. By utilising this byproduct, we contribute to reducing waste in the dairy industry and promote the efficient use of resources.
Minimising Production Waste:
We actively work to minimise waste during production, ensuring the efficient use of all ingredients and reducing overall waste. Containers are either recycled or repurposed for other uses. To minimise packaging waste, we order ingredients in bulk, and we maintain detailed records of ingredient storage, validity periods, and regular stocktakes to ensure everything we purchase is fully utilised.
Future-Ready Sourcing:
We have successfully sourced ingredients that are also vegan-friendly. This forward-thinking approach allows us to utilise the same ingredients when we develop plant-based protein water, ensuring consistency and sustainability in our product line.
We remain committed to exploring and implementing sustainable practices within our control. By choosing recyclable packaging materials and utilising byproducts effectively, we strive to minimise our environmental impact and contribute to a more sustainable future.
9. Describe how social outcomes have been optimised for the product entered. Demonstrate your process with examples of initiatives.
We are committed to optimising social outcomes through initiatives that promote community wellbeing, personal health, and consumer convenience. Some of our key efforts include:
Community Involvement
Supporting Fitness Clubs: We provide free products to fitness clubs for events and challenges, promoting health and wellness while raising brand awareness.
Fundraising: We have donated a portion of sales to support local gym fundraising events, fostering solidarity within the fitness community.
Charitable Activities
Product Donations: By donating products to fitness events, we support participants' health and fitness journeys, strengthening community ties.
Simplifying Consumer Choices
We offer a straightforward, nutritious protein option with a simple ingredients list to help consumers make healthier, quicker decisions in the supplement and beverage aisles.Educational Initiatives
Our Facebook group provides support and educational resources on nutrition and healthy habits, fostering a supportive community.Ethical Marketing
We prioritise transparency and truthfulness in our marketing, building trust and setting a high standard for honesty and integrity.Consumer Engagement
Actively seeking and integrating customer feedback helps us continually improve our product and respond to the diverse needs of our customers.Supporting Local Charities
As we grow, we plan to contribute to Northland charities, further supporting community wellbeing.Mindfulness and Stress Reduction
As a small business, I prioritise my wellbeing by incorporating regular workouts and mindfulness practices into my daily routine, setting an example of balance and wellness.
By focusing on mindfulness, supporting local initiatives, simplifying choices, and engaging with our community, we aim to make a positive social impact while adhering to responsible business practices.
10. Outline the likely commercial sustainability of the product entered, without compromising the environmental and social objectives detailed above.
Commercial Sustainability:
Our Sparkling Protein Water is positioned to achieve commercial sustainability through a combination of growing market demand, strategic distribution channels, and effective cost management, all while maintaining our commitment to environmental and social objectives.
Market Demand:
Increasing Health Consciousness: The global trend towards healthier lifestyles and increased protein consumption provides a robust market for our product. Consumers are increasingly seeking convenient, nutritious, and environmentally friendly beverage options.
Unique Product Offering: Our Sparkling Protein offers a unique combination of high protein content, zero sugar, and a refreshing taste, which sets it apart from traditional protein shakes and sugary drinks. This unique value proposition appeals to fitness enthusiasts and health-conscious consumers.
Initial Sales Data: Early market tests and initial sales have shown a positive reception, indicating strong potential for growth. Consumer feedback highlights the product's taste, convenience, and nutritional benefits as key selling points.
Cost Management:
Efficient Production: By utilising byproducts like whey protein isolate from the cheesemaking process and sourcing ingredients in bulk, we effectively manage production costs. Our minimal waste approach further optimises cost efficiency.
Scalable Operations: Our production process is designed to scale efficiently, allowing us to increase output without a proportional increase in costs. This scalability ensures that we can meet growing demand while maintaining healthy profit margins.
Distribution Channels:
Established Partnerships: We have established relationships with key distributors and fitness clubs, which serve as primary distribution channels for our product. These partnerships provide access to a broad consumer base and enhance our market presence.
Online Sales: Leveraging e-commerce platforms, we plan to expand our reach and make our product available to a wider audience. Online sales offer a cost-effective distribution method with significant growth potential.
Retail Expansion: As we grow, we aim to secure shelf space in health food stores, supermarkets, and specialty fitness shops. This multi-channel approach ensures widespread availability and convenience for consumers.
Excellence:
11. Briefly outline your product development process including team expertise involved.
The development involved a systematic and collaborative approach:
Product Development Process and Team Expertise
Our product development process began with market research and a clear development brief. We then engaged food technologists to develop the initial recipe, followed by consultations with protein specialists. After an unsuccessful factory trial, the founder made further refinements to the recipe, which lead to the creation of our Pineapple Sparkling Protein entry.
Team Expertise
Founder: Market research, brief development, refining the recipe.
Food Technologists: Developed the initial recipe and assisted in the trial process.
Protein Specialists: Provided expertise to optimise the formulation.
12. Explain how your product is at the forefront of food science and technology, food safety or customer experience.
Our Pineapple Sparkling Protein Water stands out in the market due to its advanced formulation and exceptional customer experience:
Advanced Food Science and Technology:
Clear Protein Technology: Utilising WPI8855 from NZMP, our beverage remains transparent while delivering high protein content, addressing common issues of cloudiness in protein drinks.
Natural Formulation: The product is crafted with natural flavours and sweeteners, ensuring a delicious taste without added sugars.
Optimised Processing: Collaboration with food technologists allowed us to perfect processing techniques, achieving the ideal balance of clarity, taste, and mouthfeel.
Commitment to Food Safety: High-Quality Ingredients: Sourcing whey protein isolate from NZMP ensures top-quality ingredients produced under strict safety standards.
Traceability: Detailed records of ingredient sourcing and usage ensure full traceability and accountability.
Enhanced Customer Experience:Giving Customers a Choice: Our product offers a healthy, refreshing alternative to traditional protein shakes and sugary drinks, providing consumers with more options to fit their lifestyle and dietary preferences.
Consumer-Centric Development: Guided by consumer feedback, our product meets the needs and preferences of health-conscious consumers.
Eco-Friendly Packaging: Lightweight aluminium cans provide convenience and are recyclable, aligning with eco-conscious values.
Effective Marketing: Strategic partnerships with fitness clubs and online sales platforms make our product accessible and appealing.
Through innovative technology and a focus on consumer needs, our Pineapple Sparkling Protein Water sets new standards for quality and customer satisfaction in the beverage industry.
13. Demonstrate the product's success with sales and distribution information.
Our Pineapple Sparkling Protein Water has achieved notable success in the market, evidenced by our growing sales and expanding distribution network:
Sales Performance:
Product Launch Demand: Our product launches consistently generate high demand, demonstrating strong interest and enthusiasm for our Sparkling Protein Water.
Sales Trends: While demand peaks during product launches, we are focusing on sustaining customer interest through continuous engagement and marketing efforts. Our online repeat purchase rate stands at 31%, and we are introducing a subscription option on our website to enhance customer retention.
Distribution Channels:
Convenience Settings: Expanding our range into convenience stores is expected to boost sales by making our product more accessible to on-the-go consumers.
Fitness Clubs and Events: We have established partnerships with fitness clubs and participate in fitness events, providing samples and selling our product on-site. These activities drive significant brand awareness and sales.
Online Sales: Our e-commerce platform is a vital distribution channel, contributing significantly to our revenue, with 45% of our sales being direct-to-consumer (D2C).
Retail Presence: Remainder of our sales are B2C through local retailers. We are in the process of setting up with Foodstuffs North Island (FSNI) to expand our retail presence further.
Customer Feedback:
Positive Reviews: Customer feedback has been overwhelmingly positive, with high praise for the product’s taste, convenience, and nutritional benefits. Examples include:
"The best. Absolutely love these. So easy to keep in the fridge and get a mean protein hit chilled to perfection."
"All the flavours. Every one of these drinks are tasty and so light! Well done Love Muscle."
Social Media Engagement: Over the last 30 days, we have engaged 22% of our total followers on Instagram, with 78.6% of these engagements being from followers. Our reels have reached approximately 17% of our followers, indicating active interest and support from our online community.
Future Projections:
Sales Forecast: Based on our expansion into retail supermarkets in the North Island and increased marketing efforts, we project a 50% increase in sales over the next year. This ambitious target reflects our commitment to establishing a strong presence in New Zealand.
Market Expansion: Our immediate focus is on solidifying our brand in New Zealand. Once established, we will explore international opportunities, leveraging our brand reputation and successful product formula.
Through strong initial demand, effective distribution strategies, and positive customer feedback, our Pineapple Sparkling Protein Water demonstrates significant success and promising growth potential. Our ongoing efforts focus on driving brand awareness, expanding our market reach, and enhancing customer retention to ensure continued success.
