Launching in Target, REBBL's protein shakes are vegan, Non-GMO Project Verified, contain 4 grams of sugar per 12-ounce bottle and come in chocolate, vanilla and cookies and creme. The 26 grams of protein comes from a protein blend of pea and rice protein and EverPro, an upcycled barley protein from ingredient provider EverGrain by AB InBev.
REBBL expands protein offerings, taps into different consumer segments
The launch of the 26-gram Protein Shakes follows the brand’s recent expansion of protein-enhanced products, including increasing its protein line from 16 grams of protein to 20 grams earlier this year, Andy Fathollahi, CEO of SYSTM Foods (REBBL’s parent company) told FoodNavigator-US.
The 20-gram and 26-gram protein beverages are designed for different occasions, reflected in the products’ formulation and go-to-market strategy, Fathollahi explained. The 20-gram protein product includes ashwagandha to fit into the natural channel, while the 26-gram protein drink targets conventional channels.
'I really believe in product segmentation and channel segmentation. It is one of the things that good CPG brands should always do. You should not have one widget, and throw it at everyone and hope it works,' — Andy Fathollahi, CEO of SYSTM Foods
The two bottles also are different, with the 26-gram protein beverage in a rounder bottle that features front-of-pack upcycling claims, while the 20-gram beverage is in a sleeker bottle, Fathollahi noted.
“We wanted to make sure we do not create confusion and [have consumers] say, ‘Why would I buy the 20-gram when the 26-gram is here. ... I really believe in product segmentation and channel segmentation. It is one of the things that good CPG brands should always do. You should not have one widget, and throw it at everyone and hope it works,” he elaborated.
Protein remains a key macronutrient on which consumers focus.
In IFIC’s 2024 Food & Health survey 71% of the more than 3,000 Americans surveyed said they try to consume protein, and 20% follow a high-protein diet. The Recommended Dietary Allowance for protein is 0.8 grams per kilogram of body weight.
Creating a more sustainable, efficient product with upcycled ingredients
Consumers also seek sustainable products that reduce food waste, Fathollahi explained. REBBL’s 26-gram Protein Shake is “an efficient product to manufacture and scale” since EverPro is sourced in North America, he explained.
“[Ingredients that are] grown overseas and then transported for processing … that is obviously a less efficient model,” Fathollahi elaborated. “Anything we can do to support the American farmer and domestic manufacturing is helpful to us and helpful to the consumer.”
