REDWOOD CITY, Calif., January 19, 2021 /SFA:VPO/ -- Zeno Functional Food’s SOBAR protein-bar, the world’s first food specifically designed to reduce alcohol absorption (SOBAR, sober, get it?), has been updated and is planned to be launched by April 2021. SOBAR was the winner in FoodBev Media’s 2020 World Food Innovation Awards in the Best health or wellness food category and test marketed over the internet last year.
“I was really pleased with how the product was received,” said SOBAR inventor Joseph Fisher, MD PhD. “Consumers indicated that a low-calorie snack that could help them drink more responsibly and keep sober was an attractive idea. This product update answers their requests for a smaller, more-bite sized version.”
The Next-Gen Product
SOBAR is a high-protein functional food that utilizes the all-natural rare sugar Allulose. Great for an anytime nutritious snack, it was designed with the primary purpose of helping to moderate alcohol absorption. Many users of the original 75g bar thought that a smaller version would be a better fit for their lifestyle; it is for this reason that a 44g version with 12g of protein and only 130 calories was created. The next-gen SOBAR can be quickly consumed right before drinking to ensure the greatest impact on and improvement of the drinking experience.
About SOBAR
SOBAR is a convenient 130-calorie snack bar that uses a patent-pending mix of ingredients, termed Alco-HOLD, designed to hold alcohol in the stomach longer where it can be more effectively inactivated. This food demonstrated remarkable efficacy in a randomized, published, and peer-reviewed clinical trial, reducing alcohol absorption by about 2x as much per calorie compared to the control foods evaluated. The next-gen SOBAR will be available in the U.S. in 3 flavors in early Q2 2021 for internet, retail, and foodservice channel sales. ZENO is currently seeking importing and distribution partners in other geographies.
Related links: https://www.getsobars.com
FoodBev Media awards announcement: https://www.foodbev.com/news/world-food-innovation-awards-2020-winners-announced/
Social media: @getsobars
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WARNING
DO NOT DRINK AND DRIVE. Eating a SOBAR or any other food: (1) does not prevent all alcohol absorption and you can still become intoxicated. (2) will not sober you up or lower your blood alcohol level if you are already intoxicated. (3) can slow alcohol absorption and you may experience a delayed effect from the alcohol consumed.