The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Morgan Zanotti, a known figure in the food and beverage industry and co-founder of the successful Primal Kitchen brand, is making waves again with the launch of her new venture, Waay.

This line of protein-infused sparkling waters is scheduled to hit the shelves of Whole Foods this month, marking Zanotti's return to the grocery aisle, this time in the beverage sector.

Waay aims to fill a growing consumer demand for healthier, on-the-go snack options. Each can contains 10 grams of protein, 0 grams of sugar and just 45 calories, positioning it as a nutritious alternative for health-conscious consumers.

The canned drinks will be available in three flavours: Grapefruit, Lemon Raspberry and Orange.

Zanotti's vision for Waay is to provide a refreshing and convenient way for individuals to incorporate protein into their busy lifestyles.

Zanotti's entrepreneurial journey is notable. She co-founded Primal Kitchen in 2015 alongside Mark Sisson, where they aimed to transform the condiment market with avocado oil-based mayonnaise and other health-focused products.

Under her leadership, Primal Kitchen experienced rapid growth, culminating in a successful sale to Kraft Heinz for $200 million in 2019.

This exit not only solidified Zanotti's reputation as a savvy entrepreneur but also provided her with the resources and insights to embark on her next venture.

With Waay, Zanotti is leveraging her extensive experience in the food industry, including her background as a marketing executive prior to founding Primal Kitchen.

She has been transparent about her journey in launching Waay, actively documenting her experiences on social media platforms like Instagram and TikTok.

By sharing her insights on finding manufacturers and navigating the complexities of legal compliance, she aims to inspire and connect with other entrepreneurs.

Featured image: © Drink Waay