Pulp Culture and The Every Co launch protein-boosted hard juice

Better-for-you beverage company, Pulp Culture, has partnered with The Every Company to launch a protein-boosted hard juice, called Build.

The functional beverage delivers full-spectrum functionality from adaptogens and probiotics, and contains The Every Company’s animal-free ‘Every’ protein – which the company says is a world-first for the alcohol sector. 

The partnership brings together two companies that share a foundation in fermentation. Pulp Culture uses spontaneous fermentation to brew better-for-you alcoholic drinks; Every ferments real animal proteins, without animals, leveraging flavour science and technology to make protein consumption tasty and accessible while lowering its impact.

Every’s protein was introduced commercially in 2021 following seven years of extensive R&D and is the “world’s first” animal-free pepsin and egg proteins, according to the company.

Pulp Culture co-founder, Brendan Brazier, said: “Build is something that I’ve wished existed for years: highly bioavailable, nature-equivalent and quality animal protein—without the animal—in a wild-fermented, naturally alcoholic, zero-sugar probiotic beverage with botanical adaptogens.”

Arturo Elizondo, CEO and co-founder of Every, added: “From day one, we set out to do two things: make animal-free proteins accessible to everyone everywhere, and 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”.

Until the partnership, the inclusion of protein in Pulp Culture’s drinks was beyond reach due to issues with protein solubility, texture, palatability and taste profile. Every’s protein requires zero masking agents, sugar or other additives, enabling the partners to develop this super beverage.

“This launch 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,” Elizondo commented.

In addition to its protein boost, Build includes Pulp Culture’s combination of functional superfoods, fruits, cordyceps and probiotics to deliver a functional beverage that enhances active lifestyles. Each can contains adaptogenic ashwagandha, pineapple, coconut and vanilla to round out the ingredients, over 6 billion microbial naturally occurring probiotics, and zero sugar or cholesterol.

Build is available for purchase in the US on the Pulp Culture website with brick and mortar retail rollout to follow, at $16.99 per 4 pack.