What is not available: non-alcoholic Hugo, low-calorie wine, sausage tea without sausage and now also canned beer with proteins.
Hamburg - A Hamburg start-up is launching the world's first beer with protein on the market in 2018.
The protein beer can now be bought at Aldi Süd as part of the campaign week.
"Joy Bräu is not only alcohol-free, it is also enriched with proteins, amino acids and vitamins", Aldi writes in the press release.
And, apart from the functional ingredients, it is brewed according to the German purity law.
"More and more people like to use non-alcoholic drinks and we want to offer these customers innovative products," says Patrick Donath, Director Buying at Aldi Süd.
"Joy Bräu is the world's first non-alcoholic protein beer and appeals to everyone who wants to combine beer enjoyment with an active lifestyle."
The protein beer: "Functional Beer" with 7g, 15g or 21g protein
The founders Erik Dimter and Tristan Brümmer from Hamburg are behind the Joy Bräu brand.
A few years ago, the two recreational athletes had the idea of launching a non-alcoholic beer that would provide the body with important nutrients.
So, according to their own statements, after more than two years of research together with the TU Berlin, the two developed the world's first non-alcoholic beers
with a function
.
In 2018 the product won the “Innovation Award” at the Fibo sports fair.
Incidentally, the beer is brewed in a traditional family brewery in Winnweiler, Rhineland-Palatinate.
Protein beer: how important are proteins for athletes?
Around 20 percent of a muscle consists of protein. Protein is used to build, maintain and repair muscles after training, competitions or strength training. What is not new is that isotonic drinks are particularly important for athletes. Because the body absorbs important minerals particularly quickly through these drinks and can utilize them well. As an isotonic drink, many athletes drink not only apple or grape spritzer but also non-alcoholic wheat beer.