trimino, the leading protein water in the functional beverage category, has experienced explosive growth since its launch in late 2014. Peter Dacey, co-founder and CEO of Miami Bay Beverage (MBB), maker of trimino, cites an aggressive business strategy, early retailer acceptance and a well-positioned product as reasons for the brand’s 400+% growth, year over year, with expectations for a strong finish in 2016.
“Protein is among the top trends in the beverage industry and trimino, with 7 grams of whey protein isolate and only 28 calories, delivers what consumers want from a functional beverage. This product is specifically developed to help meet their exercise, diet and lifestyle goals: protein and B-complex vitamins provide natural energy and restore and maintain muscle, curb appetite, and provide hydration.
In addition, trimino, contains no sugar, carbs, fat or caffeine and taste’s delicious, making it appealing to a wide segment of the population. It’s the ideal beverage for people who are abandoning carbonated drinks and looking for something that tastes great and is good for you,” added Dacey.
Dacey and MBB’s other co-founders Bob Leary and Casey Hoban have decades of entrepreneurial and executive experience among them, in healthcare, technology and business. Mr. Hoban was a previous member/owner of Vermont Hard Cider Co., the parent of Woodchuck Hard Cider which grew into the #1 best-selling hard cider in the US.
The three developed the idea for trimino when they could not find a great-tasting, healthy alternative to sugary sports drinks for their active sons. At the outset, all wore multiple hats to ensure their start-up would succeed – approaching area retailers, pursuing sampling opportunities and filling and delivering orders. As demand increased, they added seasoned beverage industry professionals and advisors to their team, which has dramatically accelerated the company’s ability to execute a retail and channel strategy, command shelf space, widen distribution and deliver marketing and programming to reach consumers.
Regional chains in New England including Big Y, Stop & Shop and Shaws were among the first to carry trimino. From there, ShopRite and Giant Food added the functional beverage to their shelves, quickly accelerating its growth from Massachusetts to Virginia. In addition, trimino is being carried by upwards of 80% of the supermarkets and over 40% of drug and convenience stores in Massachusetts, Connecticut and Rhode Island.
In July, Drink King Distributing added trimino to its portfolio, extending the brand’s reach into the coveted New York Metro area and northern New Jersey. “With the help of Drink King,” adds Dacey, “We are working on increasing penetration in New York and New Jersey to match the levels achieved in MA, CT and RI.” trimino is currently available in more than 5,500 chain and independent supermarkets, convenience stores, warehouse/club, drug, fitness and other retailers, principally in the northeast and in Texas.
“We’ve been impressed with how trimino has performed in the relatively short time we’ve carried it,” said Justin Jones, Kroger Southwest, Natural Foods Sales Manager.
“This is a mainstream product that acts like a big brand, from the packaging to the liquid inside to the benefits of the formula – it’s been well-received all the way around.”
trimino recently introduced a cleaner, more streamlined package and a simplified label emphasizing the product’s new, clear formula and absence of dyes to create more meaningful connections between the brand and consumers. The brand is supported with select point-of-sale material, sampling events, print ads and social media.
Earlier in the year, MBB signed Boston Cannon’s Lacrosse Attackman, Will Manny, as official spokesperson. Manny’s leadership position on the field in the fastest growing sport is symbiotic with how quickly trimino has made strides in the marketplace, said Dacey.
trimino protein-infused water “Beats Water, Everyday” by providing added benefits that water alone can’t. The 7 grams of whey protein in trimino helps maintain and restore muscle and curb appetite, while the B-complex vitamins help create sustaining energy throughout the day without the need for caffeine, sugar or unhealthy stimulants.
Its 9 essential amino acids, the key building blocks found in protein, are critical for endurance and stamina as well. At only 28 calories with no sugar, carbs, fat or caffeine, trimino protein-infused water is a better way to hydrate and is available in a variety of delicious fruit flavors.