FȲTA (pronounced “fight-ah”), a new sports and active nutrition company founded by James Wilkes, the acclaimed producer and creator of the vegan documentary “Game Changers,” officially launched this week.
The easy-to-digest protein powders are available in three different flavors: starting with Creamy Chocolate, Caffe Macchiato and Caramel Vanilla, FȲTA uses a proprietary protein blend made from whole lupine beans and Everpro, a beneficial barley and rice protein with sustainable ingredients. Business EverGrain.
In a recent exclusive interview, Wilkes explained how the company’s name is derived from φυτά, which means “plants” in Greek, and how the slight twist in spelling and pronunciation fits with the brand’s ethos and history as a UFC fighter.
Collaboration with AB InBev
In a way, FȲTA is an extension of “Game Changers,” in which Wilks recounts discovering the benefits of a vegan diet after a double knee injury, and how that experience led to a deeper search for scientifically proven nutrition. . “I think the movie helped normalize a plant-based diet,” Wilkes told me, “and the biggest takeaway is that animals are the best sources of protein that we can get directly from the source.”
Global Vegan Food Market It will be valued at USD 26 billion by 2021, and analysts at Fortune Business Insights forecast it to grow rapidly at a CAGR of 12.95% between 2021-2028. Wilkes believes that increasing awareness of the nutrient-rich foods plants provide will lead to more active consumers following the dietary trend. “My stamina and strength have improved since I switched. [to becoming a vegan]” he emphasized, and plants contain on average 60-70 times more antioxidants than animal foods, which can help reduce exercise-induced oxidative stress.
The partnership between FȲTA and EverGrain, a newly formed subsidiary of Anheuser-Busch InBev, is the result of a vegan documentary that has attracted more than 200 million viewers worldwide, making it one of the most-watched films on Netflix NFLX, according to reports. Wilkes
FȲTA was developed in partnership with AB InBev.
FTA
EverGrain will begin operations in 2022 at the St. Louis, MO facility, AB InBev’s first commercial-grade barley designed for cycling barley, the Inquirer said in a previous issue that highlighted the company’s $100 million investment in the local community. . With superior solubility prospects compared to other plant proteins, Everpro has been used in major consumer products, including Nestlé’s Garden of Life and Airship’s packaged cold brew coffee.
“Barley is a gladiator’s food, and it has higher levels of glutamine than whey protein to help with recovery,” Wilks said. In addition to sourcing barley grown domestically in the US, the FTA production facility also meets the same safety standards for producing infant formula, ensuring the highest product quality. “It makes perfect sense to me to form this partnership,” added Wilkes.
Plant Protein Market Landscape
FȲTA’s launch coincides with intense competition in the US$21.5 billion protein supplement market (Global Market Insights), which has seen several notable deals in recent years:
Nestlé’s health sciences division bought a majority stake in Orgain in 2022, and private equity firm WM Partners acquired Vegan last year. At the same time, Unilever picked up Austin, TX-based supplement brand Onit for nine figures, its plant-forward nutritional powerhouse KOS, which previously raised $12 million in a Series A financing round.
Before expanding into retail in the future, FȲTA first pointed out how to launch direct-to-consumer and AmazonAMZN on existing “game changers” backers. He hopes the documentary series, which will be produced in partnership with LeBron James and Maverick Carter’s production company Spring Hill Entertainment, will further push the brand.
“He saw the first movie. [how vegan diet] It impacts personal performance, and the following, with three to four high-profile athletes and celebrities, addresses a wide range of issues including children’s health, food justice and the environment,” Wilkes said. “We’re in pre-production right now, and it won’t be released until 2025.”
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