PULP X EVERY
The EVERY Co. Enters $260B Beverage Alcohol Market With Launch of World’s First Protein-Boosted Hard Juice, Powering New Product Line By Pulp Culture+
Launch comes on the heels of major scaling milestone with AB InBev's BioBrew
October 12, 2022
SOUTH SAN FRANCISCO, Calif.--The EVERY Company, the visionary precision fermentation platform and creator of the world’s first animal-free pepsin and egg proteins, today announced its entrance into the beverage alcohol space, bringing first-of-its-kind innovation, versatility and performance to the $260 billion bev-alc market. The launch further validates the alternative protein leader’s capacity to commercialize animal-free ingredients and closely follows a major scaling milestone achieved in partnership with BioBrew from ZX Ventures, AB InBev’s global investment and innovation group.
“This launch further proves EVERY Protein’s capacity to unlock never-before-seen-or-tasted innovations. It’s exciting to continue unveiling new categories for food and beverage brands delivering the bullseye of what today’s consumers want.”
The introduction of this world’s-first super beverage spotlights the groundbreaking, ‘nearly invisible' EVERY ProteinTM—introduced commercially in 2021 following seven years of deep R&D—bringing consumers a never-before-seen protein experience in beverages. The new category will be ushered in by innovation partner Pulp Culture, which is extending its bev-alc offerings with new product line Pulp Culture+ focused on ultra-functional products powered by EVERY Protein.
“With our growing portfolio of animal-free proteins, we’ve demonstrated versatility across a range of applications including cold-pressed juice, baked goods such as macarons, and now the world’s first protein-boosted hard juice,” said Arturo Elizondo, CEO and co-founder of EVERY. “This launch further proves EVERY Protein’s capacity to unlock never-before-seen-or-tasted innovations. It’s exciting to continue unveiling new categories for food and beverage brands delivering the bullseye of what today’s consumers want.”
BUILD by Pulp Culture+ is the world’s first protein-boosted hard juice, a hyper-functional Full SpectrumTM beverage enhanced by beneficial probiotics, adaptogens, source-verified super fruits and superfoods, and animal-free EVERY Protein. Until now, protein addition was beyond reach for Pulp Culture’s formulators, who previously struggled to identify a protein that possessed the solubility, texture and neutral taste profile suitable for their premium live-culture beverages.
EVERY Protein’s superior performance among leading soluble proteins finally unlocked this super beverage from Pulp Culture, which required zero masking agents, sugar or other unnecessary additives to create its first-to-market, protein-boosted hard juice. The launch heralds a new chapter for the brand, which plans for a national retail launch for the new line.
“In EVERY, we found a partner who understood our needs and shared our vision for creating products the world has never seen before,” said Mark McTavish and Brendan Brazier, co-founders of Pulp Culture. “Our consumers have big asks, and we’re flexing to deliver better-than-ever options to fuel their needs. EVERY is not only powering this world’s-first super beverage: they’re powering the future of better bev-al.”
EVERY’s move into the booming better beverage space comes on the heels of a massive production milestone for its EVERY Protein, achieved in partnership with AB InBev’s BioBrew. EVERY and BioBrew operationalized their partnership in 2021, and in August of this year saw the first major step-up to large-scale fermentation through the strategic alliance. The milestone is a bellwether for EVERY’s mission to democratize protein delivery.
“From day one, we set out to do two things: 1) make animal-free proteins accessible to everyone everywhere, and 2) do it in a way that captures the imagination and taste buds of people with new kinds of foods that the world has never seen,” affirmed Elizondo. “These latest accomplishments in the commercial and scaling realms are proof that we’re making big strides on that journey.”
The Pulp X EVERY super beverage is now available to national audiences online, with retail rollout to follow. Learn more about the collaboration at TheEVERYCompany.com/PulpXEVERY, purchase at pulpculture.la, and join the conversation online with the hashtag #PulpXEVERY.
ABOUT THE EVERY COMPANY
The EVERY Co. (formerly Clara Foods) exists to accelerate the world’s transition to animal-free protein. Based in South San Francisco, EVERY combines industry-leading expertise in science, food technology and flavor to enable the foods of tomorrow, today, for the world’s global food and beverage industries.
Led by Co-Founder and Chief Executive Officer Arturo Elizondo, EVERY uses precision fermentation to brew nature-equivalent animal proteins that taste and function like the originals. The company’s portfolio includes EVERY PepsinTM and the world’s first animal-free ‘nearly invisible’ proteins—EVERY ProteinTM and EVERY EggWhiteTM—with more innovations to come. EVERY is scaling up production in partnership with BioBrew from AB InBev, the world’s largest fermentation company, while continuing to chart the course toward a more resilient and transformative tomorrow. Dive into the latest collaboration at TheEVERYCompany.com/PulpXEVERY, and engage on Instagram and LinkedIn.
EVERY is a registered trademark of The EVERY Company.
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