Sports nutrition brands have been getting in on the action of the energy drink category, bringing their signature advanced approach to the fast-paced world of canned energy, and they’ve also been doing the same in the exploding, although slightly less busy, sports drink space. The iconic brand in red, MuscleMeds, known for its long-running beef-based protein powder Carnivor, is throwing its hat in the ring this week, and it is most definitely something unique.
MuscleMeds has taken its widely known and globally available Carnivor beef protein powder and the category of sports drink, and brought them together in Carnivor Protein Hydration. The legacy brand already has the Carnivor Protein Drink on the market, which is a ready-to-drink protein shake based around beef protein. Carnivor Protein Hydration takes beef-powered protein at 30g a bottle alongside zero sugar and fat, and combines it with over a gram of electrolytes to support hydration.
The precise breakdown of electrolytes in MuscleMeds’ Carnivor Protein hydration is half a gram of chloride, the biggest of the lot; then you get 390mg of sodium, 42mg of magnesium, 250mg of potassium, and 65mg of calcium. The product is very much what the name says it is: a blend of the Carnivor Protein Shake and electrolyte-powered hydration support.
We’ve always enjoyed seeing sports nutrition companies latch on to a category or format that isn’t overly common in that side of the industry, as it typically results in some intriguing approaches and innovative ideas. That’s very much what we get in MuscleMeds’ first new beverage in quite some time, a hybrid protein RTD or sports drink; however, you want to look at it, and it has launched on Amazon in two refreshing flavors with Berry Blast and the Bomb Pop-inspired Rocket Pop.
