Two students in an MBA class at the University of Western Ontario: one, Josh Barr, an Iron Man triathlete; the other, Amar Gupta, a professional squash player; both in search of the perfect protein beverage.
One shiny day between class and the gym, Barr and Gupta nodded in agreement that the “protein drink” needed a makeover. “We drank a lot of protein drinks.” They acknowledge. “It always seemed that drinking protein was a chore for us. It’s something we never enjoyed doing.” High caloric content, complex ingredients, chalky taste—they both knew there just had to be a better way. This athletic duo had one more interest in common: endless hours studying for their degree required more than a few cups of coffee.
And Thus A Brilliant Idea Was Hatched!
A light bulb went off as Gupta and Barr recognized their calling. Why not combine the two things we love most? A protein drink with coffee; or a coffee with protein? They knew what needed be done.
In conjunction with the food science program at Guelph University they sought to create a beverage rich in coffee flavour and high in protein. What they came up with had to meet their requirements of being low in sugar, low in calories, and nutritionally sound. They used cold brew coffee rather than artificial coffee flavour, and combined it with clean-sourced grass-fed protein rather than a synthetic. They sampled twenty different iterations until they discovered the right recipe.
It’s What’s Not Inside That Counts
No GMO’s; no gluten; no nuts; no soy; no eggs; no gums; and 99%+ lactose free. It’s not thick, not grainy and not chalky; and there’s no lingering aftertaste. There are less than 7 grams of cane sugar and only 120 calories–substantially less than any other on the market. And, it’s not coffee flavour; it’s actual coffee! Arabica beans from Columbia and Brazil, cold-brewed for a more pure, less acidic and less bitter flavour combined with 20 grams of lean grass-fed protein.
What’s In A Name?
Brüst is clean energy composed of simple ingredients with clean taste. Cold brew coffee with a boost of protein = Brüst. It’s available in slick tetra packs at fitness clubs like Equinox and Cross Fit, and supermarkets from Farm Boy and Foodland to McEwan, Sobey’s and Longos. There’s free shipping in Toronto, which is good for me, as my workout of the day is sitting here at my computer, racing to meet a deadline, fueled by my light and refreshing Brüst.
Adam Waxman is an award winning travel journalist focusing on food, wine and well being. As well as an actor in film, television and formerly, the Stratford Festival, he is the Publisher of DINE and Destinations magazine.