Oikos launches caffeinated dairy beverage

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Oikos launches caffeinated dairy beverage

09/12/2019
Oikos wants to help put a new spin on mornings.

The White Plains, N.Y.-based company, which is part of the Danone North America portfolio, unveiled its new Pro Fuel beverage.

Containing protein, caffeine and dairy, the drink has 25 g of protein and 100 mg of caffeine per 10-oz. bottle, the company said.

"The energy drink market is a large and growing space with consumers looking for nutritious energy sources to help them focus on their goals," Ben Arbib, the innovation brand manager for Oikos said. "Oikos Pro Fuel delivers protein to help build muscle and caffeine to help you feel alert. We're proud to offer a great-tasting beverage with the high-quality protein and caffeine from coffeeberry extract."

In addition, Pro Fuel also uses nonfat-milk, has such nutrients as protein, potassium and calcium, is gluten-free and available in four flavors — vanilla, mixed berry, peach and strawberry banana.

"Oikos Pro Fuel is the first product in a new portfolio, which is focused on high-protein and functional nutrition," James Valdes, the senior brand manager for Oikos said. "To introduce consumers to the protein-packed caffeinated dairy drink, we will execute an integrated marketing campaign inclusive of national advertising, online video, social and in-store promotions. Within the new portfolio, we will continue to push boundaries with future innovation that reinvents the yogurt and adjacent categories."

Shoppers can find the brand's new Pro Fuel beverage at Walmart retailing for $1.98 and other grocery retailers nationwide for $2.49.