Hot protein post-workout drink hits the market


The new vegan protein shake is the brainchild of Israeli company Matok V’Kal

Food company Matok V’Kal of Caesarea, Israel, has launched a hot protein beverage for post-workout.

Fit4style Protein Cup is a vegan protein shake. The company has created the product using a unique formulation providing 21 g of protein and amino acids in a lactose-free and soy-free beverage that can be served hot.

Post-exercise protein drinks available on the market are made to be enjoyed in cold water; protein disperse in low temperature and can coagulate when heated.

Now, thanks to a technical advance of a new formulation, it is finally possible to have a piping hot drink that is rich in protein.

“The challenge of developing a heated protein drink was to find a creative solution that allows active consumers enjoy a hot, flavourful drink after hitting the gym or engaging in other strenuous activities,” commented 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," he noted.

Fit4style Protein Cup is the second product for sports nutrition launched by Matok V’Kal this year. It followed Fit4style Energy Spray, a mint-flavoured, 6-calorie shot, was launched last month.

“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,” says Kaplan. “Fit4style hot protein beverage is as easy and familiar to make —and enjoy— like a cup of coffee.”

Matok V’Kal, a food manufacturer since 1975, produces sugar substitutes under the brand names Matok V’Kal and Sucra Diet. Fit4style is the new sports energy product line.

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Matok V’Kal manufacturing plant is certificated of ISO 9001:2015 and BRC.