The CMAB Excelerator - Thought Starters

The Real California Milk Excelerator: Performance and Recovery aims to accelerate excellence and innovation and drive growth of Performance and Recovery products made with dairy. Performance products may include anything that helps human beings optimize their life – focus, athletic performance, strengthening muscles and joints, etc. Recovery products may include anything that helps human beings rejuvenate and replenish themselves and their bodies – sleep improvement, relaxation, digestive health, regeneration, etc. Dairy needs to account for at least 50% of the formula so that products can be authorized to carry the Real California Milk Seal – but beyond that, we want creativity to shine.

Below, executives from CMAB and VentureFuel have shared some of the products that have provided inspiration in these categories to give you an idea of the types of innovation we are looking for. Below that, you will see some of the trends in this space and the overall opportunity.

Thought Starters

Performance

Suntory's Boss Brand Energy Milk

BrainMilk

PERFORM Raw Plant Protein & BCA

Recovery

Sleep Well's Vanilla Milk Drink Sleeping Aid

Core Power High Protein Milk Shake

Stonyfield Daily Probiotics

Key Trends

1. Increased consumer awareness and importance of health

2. Massive growth in sport and energy drink market

3. Functional beverage category expands

Deadline to apply is:

Midnight EST on June 25, 2021

VentureFuel

California Milk Advisory Board