Barcode (drink)

Last updated
Drink Barcode
IndustryBeverage manufacturing
Founded2021;3 years ago (2021)
FoundersBar Malik
Kyle Kuzma
Headquarters
Los Angeles, California
,
US
Key people
Bar Malik (co-founder and CEO)
Kyle Kuzma (co-founder)
ProductsBarcode drink
Number of employees
6 [1]
Website Website

Barcode is an American brand of sports drinks. Marketed as a plant-based fitness water, Barcode is the eponymous product of the Drink Barcode company which was co-founded in 2021 by athletic trainer Mubarak "Bar" Malik and professional basketball player Kyle Kuzma. Its key ingredients include magnesium and adaptogens, the latter sourced from mushroom extracts.

Contents

Background and history

Barcode was launched in April 2021 by Mubarak "Bar" Malik and Kyle Kuzma. [2] [3] [4] At the time, Kuzma was on the Los Angeles Lakers, [2] while Malik previously worked with the New York Knicks of the National Basketball Association (NBA) from 2013 to 2020. [5] After time with the team as a training camp assistant and later a strength and conditioning coordinator, he served as their Director of Performance. [6]

Malik's work on Barcode was rooted in his experiences during years prior to launching the brand. Due to health issues in his family, such as diabetes, Malik was averse to the sugar content in "big name sports drinks on the market". Having a background in exercise physiology, kinesiology, sports science, and nutrition, Malik began formulating his own beverages. [7] He initially tested these formulas on New England Patriots players as he had a relationship with the team's dietician. [2] He paused work on the formula due to his role with the Knicks, but would revisit the endeavor after training for a marathon, still unhappy with sports drinks dominating the market. Additionally, his mother was diagnosed with cancer and Malik observed what she was receiving as treatment, which included ginseng and other adaptogens. [2] [4] Writing for Forbes , Kristi Dosh quoted Malik stating "why is it we don't have the same type of product at a smaller level—a nontoxic level—to stimulate enough of the antiviral, the anti-inflammatory, the antioxidant chemistry so we can continue to improve our strength?" [4]

Kyle Kuzma (pictured) co-founded Drink Barcode during his time with the Lakers Kyle Kuzma - 47931417506.jpg
Kyle Kuzma (pictured) co-founded Drink Barcode during his time with the Lakers

In 2020, Malik met Kuzma through a mutual business partner. Kuzma's Lakers were in the midst of a championship run when Malik gave him a drink to test during the 2020 NBA Finals, which the Lakers would win. [1] Soon after, the two opted to become business partners and would co-found the company Drink Barcode, with the Barcode drink itself being its product and Malik serving as CEO. [1] [8] The company raised $5 million in funding. [1] Headquartered in Los Angeles, Drink Barcode had six full-time employees by May 2021. [1] Barcode launched with two flavors: watermelon and lemon lime. [4] The brand has since expanded to include concord grape, black cherry, and Malibu punch as flavors. [9] Initially, the drink was only available through an official website, though became physically available for purchase at six Erewhon locations in Los Angeles in June 2021. [1] The brand's products were later made available at grocery and convenience stores such as H-E-B, Krogers, Safeway, Albertsons, Buc-ee's and 7-Eleven. [10]

In July 2023, the NBA's then most recent first-overall pick, San Antonio Spurs center Victor Wembanyama, became a brand ambassador for Barcode. [9] [11] Other public figures to have openly praised the product include Halle Berry, Kelly Rowland, and Derrick Rose. [9] Wembanyama featured in the brand's first major ad campaign, launched in late 2023. [12] In October, Barcode signed a three-year sponsorship deal with the NBA's Brooklyn Nets to become the team's "hydration partner". [8]

Ingredients and packaging

The drink is a mainly a combination of coconut water, regular water, vitamin D, magnesium, and adaptogens. [1] Marketed as "fitness water" and a "plant-based performance drink", Barcode beverages include minerals, vitamins, and adaptogens. [2] [9] [13] The drink includes magnesium, as well as vitamins B6, B12, and D; it also features ashwagandha and shiitake mushroom extract, the latter being what sources the beverage's vitamin D. [2] [4] [9] Malik chose to include vitamin D as an ingredient because of vitamin D deficiency being common in the United States, particularly among professional basketball players. [7] Containing 30 calories and having a low sugar content (2g), Barcode's drinks are sweetened with monk fruit. [1] [2] Cordyceps fungus extract and rhodiola rosea extract are ingredients of the watermelon and lemon lime flavors, respectively. [1] [7]

The drink is packaged in a bottle and features a QR code that enables consumers to have an augmented reality (AR) experience with the bottle. [2] [4] When scanned, consumers can see curated content including information regarding the drink. [2] [4]

Related Research Articles

<span class="mw-page-title-main">Cola</span> Carbonated soft drink

Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imitated by other manufacturers. Most colas originally contained caffeine from the kola nut, leading to the drink's name, though other sources of caffeine are generally used in modern formulations. The Pemberton cola drink also contained a coca plant extract. His non-alcoholic recipe was inspired by the coca wine of pharmacist Angelo Mariani, created in 1863.

<span class="mw-page-title-main">Gatorade</span> Manufacturer of sports-themed beverages and food products

Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. The drink is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Robert Cade. It was originally made for the Gators at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during vigorous sports activities.

<span class="mw-page-title-main">Fuze Beverage</span> Drink manufacturer

Fuze Beverage, commercially referred to as simply Fuze, is a manufacturer of teas and non-carbonated fruit drinks enriched with vitamins. Currently the brand consists of five vitamin-infused lines: Slenderize, Refresh, Tea, Defensify, and Vitalize. The use of vitamins, amino acids, and herbs, and alternative sweeteners such as crystalline fructose places Fuze products in what is known in the industry as the new age beverage category.

<span class="mw-page-title-main">Energy drink</span> Beverage containing stimulants

An energy drink is a type of functional beverage containing stimulant compounds, usually caffeine, which is marketed as providing mental and physical stimulation. They may or may not be carbonated and may also contain sugar, other sweeteners, or herbal extracts, among numerous other possible ingredients.

SoBe is an American brand of teas, fruit-juice blends and enhanced water beverages owned by PepsiCo. The name SoBe is an abbreviation of South Beach, named after the upscale area located in Miami Beach, Florida. In the past, the SoBe name has also been licensed for gum and chocolate products. SoBe switched from glass bottles to plastic bottles for all of its beverages in 2010.

<span class="mw-page-title-main">Pocari Sweat</span> Sports drink

Pocari Sweat is a Japanese sports drink, manufactured by Otsuka Pharmaceutical. It was launched in 1980, and is mostly well known across Asia and the Middle East; it is also available in East Asia, Southeast Asia, Australia, Mexico and the United States.

<span class="mw-page-title-main">Powerade</span> Sports drink brand

Powerade is a sports drink created and sold by the Coca-Cola Company. Its primary competitor is Gatorade, owned by PepsiCo.

<span class="mw-page-title-main">Milo (drink)</span> Chocolate and malt powder drink produced by Nestlé

Milo is a chocolate-flavoured malted powder product produced by Nestlé, typically mixed with milk, hot water, or both, to produce a beverage. It was originally developed in Australia by Thomas Mayne (1901–1995) in 1934.

Energy Brands, also doing business as Glacéau, is a privately owned subsidiary of The Coca-Cola Company based in Whitestone, Queens, New York, that manufactures and distributes various lines of drinks marketed as enhanced water. Founded in May 1996 by J. Darius Bikoff with an electrolyte enhanced line of water called Smartwater, Energy Brands initially distributed its products to health food stores and independent retailers in the New York area. Adding Fruitwater and Vitaminwater to its line in 1998 and 2000, respectively, the company expanded to nationwide distribution in the early 2000s.

Propel Water is an American brand of flavored bottled water that is marketed as containing antioxidants and vitamins. It is a beverage product of Gatorade and is marketed by PepsiCo.

<span class="mw-page-title-main">Monster Beverage</span> American beverage company

Monster Beverage Corporation is an American beverage company that manufactures energy drinks including Monster Energy, Relentless and Burn. The company was originally founded as Hansen's in 1935 in Southern California, originally selling juice products. The company renamed itself as Monster Beverage in 2012.

<span class="mw-page-title-main">NOS (drink)</span> Energy drink company

NOS is an energy drink sold in 16-and-24-US-fluid-ounce cans. The drink was also distributed in a bottle designed to look like a NOS tank but this bottle has been discontinued. Formerly a property of the Coca-Cola Company, it is currently produced by Monster Beverage and licensed by Holley Performance, which owns the trademark. NOS contains 160 mg of caffeine, with an unknown amount of taurine and guarana. L-Theanine was removed as a "CMPLX6" ingredient in 2016, with inositol becoming listed as one of the six featured ingredients on the can. NOS Energy is currently available in Original, GT Grape, and Sonic Sour.

Enhanced water is a category of beverages that are marketed as water with added ingredients, such as natural or artificial flavors, sugar, sweeteners, vitamins and minerals. Most enhanced waters are lower in calories than non-diet soft drinks.

<span class="mw-page-title-main">Nongfu Spring</span> Chinese beverage company

Nongfu Spring Is a Chinese bottled water and soft beverage company headquartered in Xihu District, Hangzhou, Zhejiang province. It is owned and chaired by founder Zhong Shanshan.

<span class="mw-page-title-main">Bodyarmor SuperDrink</span> American sports drink owned by The Coca-Cola Company

Bodyarmor SuperDrink is an American sports drink brand owned by The Coca-Cola Company. Products launched under the brand include: Sports, "Lyte" Sports, "Edge Sports," and "SportWater".

<span class="mw-page-title-main">Kyle Kuzma</span> American basketball player (born 1995)

Kyle Alexander Kuzma is an American professional basketball player for the Washington Wizards of the National Basketball Association (NBA). He played college basketball for the Utah Utes and was named first-team all-conference in the Pac-12 as a junior in 2016–17. Kuzma was selected in the first round of the 2017 NBA draft with the 27th overall pick, and he was named to the NBA All-Rookie First Team with the Los Angeles Lakers in 2018. He won an NBA championship with the Lakers in 2020 before being traded to the Wizards in 2021.

<span class="mw-page-title-main">Victor Wembanyama</span> French basketball player (born 2004)

Victor Wembanyama, nicknamed "Wemby" or "The Alien", is a French professional basketball player for the San Antonio Spurs of the National Basketball Association (NBA). Considered one of the best basketball prospects in a generation, he was selected first overall by the Spurs in the 2023 NBA draft. With a listed height of 7 feet 4 inches, Wembanyama is tied with Boban Marjanović as the tallest active NBA player.

<span class="mw-page-title-main">Prime (drink)</span> Energy and sports drink

Prime is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC. The range is promoted and founded by YouTubers and internet personalities Logan Paul and KSI. The announcement and the release of the product in 2022 was followed by a social media hype associated with these social media personalities, who have tens of millions of followers combined. It was also promoted through mainstream sports sponsorship deals.

<span class="mw-page-title-main">Mizone</span> Australasian flavoured sports drink brand

Mizone, also known as Mizone Sports Water, is a formulated sports drink manufactured by Frucor Suntory, a Japanese-owned beverage company operating in Australasia. The main consumer targets are generally male athletes aged between 25 and 34, and likewise teenagers who are frequently active. In China, the drink is known as Maidong (脉动).

References

  1. 1 2 3 4 5 6 7 8 9 Betuel, Emma (May 15, 2021). "'This Product Has Won a Championship': Inside Barcode, the New Kyle Kuzma-Backed Sports Drink". dot.la . Retrieved June 24, 2024.
  2. 1 2 3 4 5 6 7 8 9 Cason, Chris (2021). "Former NBA Trainer Bar Malik Is Helping Change The Sports Beverage 'Code'". Muscle & Fitness . Retrieved June 24, 2024.
  3. "Kyle Kuzma, former NBA trainer launch vegan sports beverage Barcode" . Sports Business Journal . April 23, 2021. Retrieved June 24, 2024.
  4. 1 2 3 4 5 6 7 Dosh, Kristi (April 21, 2021). "LA Lakers Star Kyle Kuzma And A Former New York Knicks Trainer Launch A Sports Beverage". Forbes . Retrieved June 24, 2024.
  5. "Why ex-Knicks director of performance Mubarak Malik left 'the best job in the NBA' to help athletes". SNY. December 29, 2023. Retrieved June 24, 2024.
  6. "Mubarak Malik". NBA.com . September 25, 2017. Retrieved June 24, 2024.
  7. 1 2 3 Pridgett, Tamara (September 8, 2021). "Barcode Is Taking Performance Beverages to the Next Level With Its Anti-Inflammatory Benefits". Well+Good. Leaf Group . Retrieved June 24, 2024.
  8. 1 2 Sanderson, Wes (October 24, 2023). "Nets sign Barcode as official fitness water sponsor". Sports Business Journal . Retrieved June 24, 2024.
  9. 1 2 3 4 5 Starostinetskaya, Anna (May 8, 2024). "What is Barcode, the Plant-Based "Fitness Water" Loved by Halle Berry?". VegNews . Retrieved June 24, 2024.
  10. "Victor Wembanyama is the new face of 'Barcode' sports drink". news4sanantonio.com . July 13, 2023. Retrieved June 24, 2024.
  11. Williams, Randall (July 13, 2023). "Wembanyama Invests in Plant-Based Performance Drink Barcode" . Bloomberg News . Retrieved June 24, 2024.
  12. Springer, Jon (November 7, 2023). "Watch Victor Wembanyama's debut for Barcode sports drink". Ad Age . Retrieved June 24, 2024.
  13. Siwak, Miranda (March 31, 2024). "Halle Berry Quenches Her Thirst With Barcode's Plant-Based and Sugar-Free Fitness Water (Exclusive)". Us Weekly . Retrieved June 24, 2024.