The Every Company enters alcohol arena with protein-boosted hard juice

13 Oct 2022 --- The Every Company, formerly Clara Foods, is breaking into the beverage alcohol space with the launch of Build by Pulp Culture+, touted as the “first of its kind” protein-boosted hard juice. 

The launch further validates the alternative protein player’s capacity to commercialize animal-free ingredients and closely follows a significant scaling milestone achieved in partnership with BioBrew from ZX Ventures, AB InBev’s global investment and innovation group. 

According to Arturo Elizondo, CEO and co-founder of Every, the launch “further proves Every Protein’s capacity to unlock never-before-seen-or-tasted innovations.”

To date, the company has demonstrated versatility across various applications, including cold-pressed juice and baked goods such as macarons.

“It’s exciting to continue unveiling new categories for food and beverage brands delivering the bullseye of what today’s consumers want,” adds Elizondo. 

Fully functional beverage 
Build by Pulp Culture+ is a hyper-functional full spectrum beverage enhanced by beneficial probiotics, adaptogens, source-verified super fruits and superfoods, and animal-free Every Protein. 

Every’s move into the better beverage space comes on the heels of a production milestone for its Every Protein, achieved in partnership with AB InBev’s BioBrew.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, the company reveals. 

Every Protein’s superior performance among key soluble proteins finally unlocked this beverage from Pulp Culture. It required zero masking agents, sugar or other unnecessary additives to create its first-to-market, protein-boosted hard juice. 

According to the brand, the launch heralds a new chapter, which plans a national retail launch for the new line.

Alcohol innovation heats up
Every’s move into the booming better beverage space comes on the heels of a 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 the same 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,” affirms 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 US consumers online, with a retail rollout to follow. 

Edited by Elizabeth Green