Sports nutrition company unveils high-protein hot drink concept

An Israeli company is epitomising the growth in protein formats by releasing a vegan hot protein beverage for post-workout.

Matok V’Kal has launched the Fit4style Protein Cup – a vegan protein shake with 21g of protein and amino acids in a lactose- and soy-free beverage, which can be consumed hot.

While there are many protein drinks on the market, none of them satisfies as a post-exercise recharge after a workout in cold weather, the company claimed. Proteins are ordinarily dispersible in cold water and can coagulate when heated, but Matok V’Kal has developed the new formulation that makes it technically possible to create a hot drink rich in protein.

The product comes in a disposable cup that includes the protein mixture, a stirrer, and a cap. To prepare the drink, consumers just need to remove the aluminium seal, add hot water and stir.

“The challenge of developing a heated protein drink was to find a creative solution that allows active consumers to enjoy a hot, flavourful drink after hitting the gym or engaging in other strenuous activities,” said Noam Kaplan, CEO of Matok V’Kal. “Proteins aren’t readily dispersible in hot water, so we had to overcome this problem through a painstaking process of combination and application of the essential ingredients for the formula.”

It expands the growing number of ‘new’ protein applications, with manufacturers now targeting casual protein consumers with everything from protein pizza and ice cream to protein chocolate.

Fit4style Protein Cup is the second product for sports nutrition launched by Matok V’Kal in 2019. It previously launched a mint-flavoured, 6kcal energy spray designed to provide an extra energy kick for consumers during sporting activity.

Kaplan added: “The inspiration for the Fit4style Protein Cup came from the desire of consumers engaging in an active lifestyle for an elegant, delicious protein drink in an easy-to-use format. Fit4style hot protein beverage is as easy and familiar to make — and enjoy — as a cup of coffee.”