FAL shaking up the protein market in new launch
The Australian protein shake market has a new player. FAL Food and Beverages has just launched its ‘Hi-Pro Boost’ protein shake.
FAL Food and Beverages says its point of difference is that the product comes in a large serving of 42 grams of protein per drink.
‘Hi-Pro Boost’ is available in two flavours, double choc and cappuccino.
FAL claims that the shakes are scientifically formulated to increase performance, help with post workout recovery and provide nutrients.
Australia’s protein shake market is worth an estimated $272 million. The industry has taken off in recent years amongst gym-goers with those exercising hard being told by protein marketers to consume almost 2 grams of protein per kilogram they weigh. Someone who does not participate in intensive exercise is recommended to consume 1 gram per kilogram per day.
FAL’s Hi-Boost Protein Shake beverage is said to contain omega, fat metabolisers and micronised creatine. It is also stated to be high in garcinia for fat-burning purposes, L-carnitine to increase metabolism and acai for antioxidants.
Each serve is 450mL and comes in foil package that the customer can drink from.
’Hi-Pro Boost’ is currently sold at Caltex and Star Mart petrol stations across Australia with the company planning to expand its reach further. The drinks can also be purchased online.
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