Israel brand Matok V’Kal, Ltd. launched the world’s very first hot vegan protein shake for post workout, perfect for cold weather.
Called “Fit4style Protein Cup,” the vegan protein shake contains a unique formula that provides 21 grams of protein and amino acids. It is lactose- and soy-free and can be enjoyed hot.
“While there are many protein drinks on the market, none of them satisfies as a post-exercise recharge after a workout in cold weather,” Matok V’kal said in a statement sent to Vegan News. “Proteins are dispersible in cold water and can coagulate when heated.”
“But now, with the technical advance of a new formulation, it is finally possible to have a piping hot drink that is rich in protein.”
The Fit4style Protein Cup comes in 3 flavors: vanilla, coffee, and salted caramel. It comes with a disposable cup that includes the protein mixture, a cap, and a stirrer.
To prepare a drink, just remove the aluminum seal, add hot water, and stir — no need for a shaker or cleanup.
“The inspiration for the Fit4style Protein Cup came from the desire of consumers engaging in an active lifestyle for an elegant, delicious protein drink in an easy-to-use format,” said Noam Kaplan, CEO of Matok V’Kal.
Each cup contains 21g of vegetable protein, including 4g of branch-chain amino acids (BCAA, including 2.7g L-leucine, essential to the process of building muscle protein tissue after a workout).
“The challenge of developing a heated protein drink was to find a creative solution that allows active consumers enjoy a hot, flavorful drink after hitting the gym or engaging in other strenuous activities,” said Noam Kaplan, CEO of Matok V’Kal.
“Proteins aren’t readily dispersible in hot water, so we had to overcome this problem through a painstaking process of combination and application of the essential ingredients for the formula.”
“Fit4style hot protein beverage is as easy and familiar to make — and enjoy — as a cup of coffee.”
The Fit4style Protein Cup is the second product for sport nutrition launched by the brand in 2019.
Fit4style Energy Spray, a mint-flavored, 6-calorie shot designed to provide an extra energy kick for consumers during sport activity, was launched last month.
It can help boost stamina for up to 75 minutes during high-endurance workouts and sports activities, without caffeine or other stimulants.
Both Fit4style Protein Cup and Energy Spray are available on the Fit4style website.