Beta-hydroxybutyrate (BHB) just made its grand entrance into the mainstream energy market, and the response has been nothing short of electric. At SupplySide West 2024, the unveiling of XPO NRG – a collaborative energy drink featuring goBHB™ from Ketone Labs – turned heads and changed perceptions about what’s possible in energy beverages.
A New Era in Energy Drinks
XPO NRG stole the show at SupplySide West! This exclusive energy drink wowed attendees with goBHB™, delivering clean, sustained energy without jitters or crashes. With ketones leading the charge, could this be the future of energy drinks?
The scene at SupplySide West told the story: crowds gathering at multiple booths, all buzzing about the same innovation. XPO NRG, a limited-edition energy drink available exclusively at the event, quickly became the talk of the show. The drink’s success wasn’t just about its refreshing lemonade flavor – it was about delivering something that seemed impossible: clean, sustained energy without the jitters or crash associated with traditional energy drinks.
“Competition happens at the bottom, collaboration happens at the top,” remarked PricePlow’s Ben Kane, the project’s coordinator. This collaborative spirit united industry-leading ingredient suppliers including Ketone Labs, TSI Group, Kyowa Hakko, NNB Nutrition, PLT Health Solutions, and Sensapure Flavors to create a potential template for future energy beverages.
What made XPO NRG different? At its core was goBHB™ – a free acid form of D-BHB that provides rapid, clean energy by tapping into the body’s natural alternative fuel system. Unlike traditional energy drinks that rely solely on stimulants (and often sugar), XPO NRG demonstrated how ketones can deliver sustained energy while supporting cognitive function.
Beyond Keto: BHB as the Fourth Macronutrient
The success of XPO NRG reveals something bigger: BHB is breaking free from its “keto-only” reputation. While ketones were initially popularized through the ketogenic diet, research has shown that their benefits extend far beyond carb-restricted eating plans.
Exogenous BHB is now for everyone—from athletes needing endurance to those boosting brain function. Offering clean, lasting energy, BHB is proving versatile and backed by research.
goBHB™ represents a paradigm shift in how we think about energy and nutrition. Just as we consider proteins, fats, and carbohydrates essential macronutrients, ketones are emerging as a fourth macronutrient – one that can provide immediate, clean energy regardless of your dietary choices.
Recent research has demonstrated BHB’s diverse benefits:
- Enhanced cognitive function and mental clarity
- Improved metabolic flexibility
- Support for athletic performance
- Blood sugar regulation
- Neuroprotective properties
You can read about these benefits — and more — in our article, “BHB Supplements: The Ultimate Guide to Exogenous Ketones“.
The Momentum Behind Ketone Innovation
The enthusiasm at SupplySide West reflects a broader movement in nutrition science. Recently, a Congressional hearing featuring health experts and Robert F Kennedy Jr. brought ketones into the national spotlight, highlighting their potential impact on public health and wellness.[1]
This isn’t just another supplement trend – it’s science-backed innovation gaining recognition at the highest levels. Research institutions worldwide are conducting studies on BHB’s applications, from cognitive enhancement to metabolic health, suggesting we’ve only scratched the surface of its potential.
A Call to Innovation
PricePlow is proud to announce XPO NRG, an industry-first collaborative energy drink exclusive to SupplySide West 2024. With 10 partners, we ran 50,000 cans at MacroCap Labs!
For manufacturers and brands looking to lead rather than follow, goBHB™ offers an opportunity to create truly innovative products. Its versatility extends across multiple formats:
- Ready-to-drink beverages
- Pre-workout powders
- Nootropic formulations
- Recovery supplements
- Functional foods, bars, and gummies
The success of XPO NRG demonstrates that consumers are ready for the next evolution in energy and performance nutrition. goBHB’s clean, versatile profile makes it an ideal ingredient for brands looking to differentiate themselves in an increasingly crowded market.
What’s Next: BEV NRG is Coming
The industry has taken notice. Following XPO NRG’s success, the concept is heading to BevNet Live in Santa Monica, CA (December 8-10, 2024). This next iteration, dubbed BEV NRG, will further showcase how goBHB™ can revolutionize the beverage industry.
The Future is Here
Beyond new energy drinks, there are tons of applications to consider with BHB, and formulators can now license goBHB to make their own
The energy drink category is ripe for disruption, and goBHB™ is positioned to lead this transformation. XPO NRG’s success showed that health-conscious consumers are willing to pay for higher quality – many requested the ability to purchase it themselves. As the population becomes more educated about clean energy alternatives, the demand for ketone-based products is expected to grow significantly.
For manufacturers ready to be part of this evolution, the time to act is now. Contact Ketone Labs to explore how goBHB™ can elevate your product line and position your brand at the forefront of nutrition innovation.
To learn more about incorporating goBHB™ into your products, visit KetoneLabs.com and sign up for PricePlow’s Ketone Labs news alerts below:
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