Vybey is an openly ambitious brand committed to helping consumers eat smarter whilst living healthier lives. Only recently the business secured a prestigious Wholefoods listing for its nutritionally complete plant-based powders and complete meals in a bottle; a significant move that meant the Glasgow-based business is well-placed to unveil its ambitious alternative to coffee, Braincare Smart Focus; a pioneering, medicinal-mushroom based brew powered by beneficial nootropics and adaptogens (available in Cacoa & Matcha).
Today, an ever-wider acceptance of protein powders is driven by a growing appreciation that protein powders have secured lifestyle status. Now days, the all-encompassing potential of quality protein powders extends far beyond the pro-active gym community to encompass anyone seeking a healthy, active lifestyle (joint health, weight management, muscle repair, supporting movement…).
A recent USA trends report states that 60% of global consumers are choosing food & beverages with clear preventative health benefits, recognising the inextricable ties regarding what they consume and their wider wellbeing.
Such growing acceptance has seen the appetite for protein products accelerate, encompassing everything from frozen puds and snack bars to breakfast yogurts.
From Gordon Belch’s perspective (Vybey co-founder), he had become increasingly concerned about his growing dependence on coffee, an addictive morning brew which offered no nutritional worth and with an unwelcome reputation for fuelling jitters and energy crashes.
Belch was determined to create a coffee alternative for time-poor individuals that offered improved focus and clarity of thought throughout the day; banishing debilitating brain fog. The scope to create a drink that prioritised brain health optimisation whilst super-charging one’s overall wellbeing made perfect sense, a sustained energy offering that leaned on a number of trusted ancient ingredients with proven cognitive upsides: Lion’s Mane mushroom (improved concentration and brain health), Maca Root (increased energy and endurance), chaga mushroom (powerful anti-oxidant) turmeric (reduced inflammation…..) .
“Breakfast is an untapped eating occasion offering so much scope for genuinely holistic brands to prosper,” notes Belch. “From Day.1 Vybey’s snowballing status as a category disruptor meant it was well placed to extend its reach beyond basic nutrition to also encompass brain health. Our entire range is meticulously formulated with an array of premium quality, sustainably sourced plant-based proteins and brain health ingredients, including adaptogens, nootropics and prebiotics.”
