JSC “Cēsu alus” has created a new segment in the Latvian soft drink market – lifestyle drinks, which include functional drinks for promoting an active and healthy lifestyle. This beverage segment is developing very rapidly, supplementing the market with innovative products with high added value. Total investments in the creation of the Vitamin Performance and Protein Performance brands – 60,000 EUR.
Vitamin Performance, a brand of functional drinks created by JSC “Cēsu alus”, created in the spring of 2014, is a non-carbonated non-alcoholic drink enriched with vitamins and minerals. The brand includes four drinks, which according to their names correspond to the implementation of a certain functional role and are a daily source of vitamins and minerals for a person – Power, Mental, Balance and Isotonic Sport. The range of products covers both the functions of restoring mental working abilities and maintaining physical well-being.
As a completely new direction in the segment of lifestyle drinks are milk protein drinks with a new derivative brand Protein Performance. It is a protein-enriched drink that actually acts as a new generation snack that can be used as part of a complete meal to get your daily dose of protein or protein. It also serves as an excellent support for training, restoring strength reserves and promoting muscle mass growth. Protein Performance is a functional drink based on high-quality natural milk with reduced lactose content and vitamin D, the drink does not contain gluten. Currently, the drink is available in two flavors – banana & chocolate and strawberry, packed in a convenient 0.33l tetrapack.
The success of the Vitamin Performance and Protein Performance brands is their uniqueness and inclusion in the general trends of society’s lifestyle – the rapid development of this segment is a logical continuation of the fact that the general cult of society’s active and healthy lifestyle is becoming more and more relevant. An easy-to-use, functional drink with high added value is a strong support for daily efforts in maintaining a healthy lifestyle.
Eva Sietiņsone, chairperson of the board of Cēsu alus: “Such innovative products are the future potential of the beverage market – they are beverages with functional added value that help ensure and improve the quality of people’s lives and are included in their daily diet, creating new habits of use that become traditions. Both by following market trends in the beverage segment, and also by general current events in society’s lifestyle, and by predicting the sustainability of these trends, we have been able to create not only a unique brand, but a new segment of beverages.” Currently, the functional food market is a global social phenomenon, based on the understanding of society’s needs and the art of creating new consumption habits. Since the beginning of 2014, the lifestyle drinks market has tripled, and I predict that this growth trend will continue for the next 3-5 years.”
