Sports drinks are supposed to be much more than just flavored water. Through lab-tested, scientific formulas, they are crafted to support athletes, gym-goers and virtually anyone athletically inclined looking to boost their workouts, competitive games and recovery.
However, not all sports drinks are created equal. The majority of the sports beverage market is controlled by legacy companies and brands they either acquired or backed. Newcomers looking to secure market share have to offer up unique value to lure over customers in such a competitive industry. In just four years, BYLT Sports Drink by Elite Beverage has demonstrated its ability to do that, checking the boxes that prove it is a standout, innovative product with mass appeal beyond the athlete niche.
B.Y.L.T. stands for Beyond Your Limit Training and contains a patented formula that sets BYLT apart from other sports drinks in the marketplace. The brainchild of founder and CEO Joey Firestone, a former athlete and exercise science specialist, BYLT is formulated using SmartCarb® technology. At its core is Palatinose, a natural carbohydrate derived from sugar beets. Unlike sugars that are absorbed by the body quickly, Palatinose has stronger bonds between glucose and fructose, which takes more time to break down, allowing the body to utilize this energy source over an extended period of time.
BYLT’s scientifically formulated drink also includes a potent antioxidant ingredient called Spectraä, which includes 29 fruits, vegetables and herb extracts that enhance metabolic activity at the cellular level in the human body. This means that BYLT generates more energy, organically, and does so without caffeine, preservatives, or artificial colors. Because of its pure ingredients, the drink is not limited to just performance athletes. BYLT is also a drink of choice for parents of young children because of its clean profile and added benefit of not promoting tooth decay. It is even ideal for pregnant or nursing women seeking a great source of hydration that’s as pure and vital as water.
BYLT has made gigantic strides since its debut. The Miami-based parent company Elite Beverage initially introduced two flavors in California in late 2018, then was granted the SmartCarb® patent in 2021. Finding success in the test markets, BYLT added two new flavors in 2019 and reached distribution to 1,500 stores, including national chains, before the COVID-19 pandemic slowed the momentum.
Despite setbacks in the supply chain, BYLT is back on track. Since relaunching in June, the company has added new accounts at a growth clip of 200% per month. According to Firestone, BYLT is currently available online and at retail locations in California, Florida, Oregon, Minnesota and Texas. It’s set to launch in Canada in the first quarter of 2023 and in addition to being stocked at locations including 7-Eleven stores, Walgreens, and gas station convenience stores, BYLT’s cutting-edge formula has made it a drink of choice for employees at Tesla and Space-X headquarters.
Quantifying and qualifying opportunities for growth is essential for any industry, but it’s especially so for a competitive one like sports drinks. Firestone said the “global sports drink category keeps growing every year” at around 4% CAGR and should reach USD 36 billion by 2028. BYLT by Elite Beverage can earn its keep because it’s wholly different and a premium drink. Thus, the catchphrase that Firestone utilizes – “upgrade your sports drink” – serves as both a challenge and a declaration to consumers and the industry.
“In the gym, I see people working out and tell them that if they drink BYLT, you’re going to be up to 15% stronger, and it offers a mental edge,” Firestone said.
BYLT Sports Drink can be purchased at online retailers including Amazon and through the official BYLT online store. To learn more about the scientifically backed and refreshing beverage, visit www.drinkbylt.com.
