H2 Nutrition (CEO Lee Yun Han) announced its participation in the Korea International Beer Expo (KIBEX) 2024, which takes place at COEX in Seoul from April 11th (Thursday) to 13th (Saturday). The company plans to showcase ‘Protif’ – its functional beverage brand combining protein with non-alcoholic lager and ale.
After two years of recipe research, H2 Nutrition developed the non-alcoholic protein beer Protif 0.0, a patented product with an HACCP certification. The name ‘H2’ of H2 Nutrition was created from the initials of Healthy and Happy, expressing the intention to produce healthy food.
An H2 Nutrition representative explained, “We were the first in Korea to introduce a patented functional non-alcoholic protein beer beverage, and we are currently selling two types: Ale Style and Black Lager Style. They contain 20g of protein per 355ml can and are low in calories, with added antioxidant ingredients.”
The vibrant pink non-alcoholic beer ‘Protif Ale Style’ features a citrusy hop flavor and smooth mouthfeel. The rich and smooth ‘Protif Black Lager Style’ enhances the roasted malt flavor, offering a robust lager style with a substantial body.
In Korea, H2 Nutrition mainly sells its products online, but they are also available in sports centers, golf practice ranges, pubs, and regular restaurants. Additionally, they are discussing expansion to the global market, starting with a licensing agreement with a fitness company in the United States.
The representative stated, “By actively participating in the International Health, Sports & Fitness Expo in India in June and subsequent exhibitions held throughout Asia, we want to promote the existence of delicious non-alcoholic beers that contribute to health management.”
KIBEX 2024 is a comprehensive event covering this year’s beer trends and the brewing industry. This exhibition, which provides a crossroads of industry trends and global networking opportunities, offers a valuable platform for stakeholders in the beverage industry. Simultaneously, DRINK SEOUL provides a convenient option to explore various beverage industries, including premium traditional liquors, wines, distilled spirits, and non-alcoholic beverages, all in one place. KIBA (Korea International Beer Award) and KIBCON (Korea International Beer Conference) will also be held during the exhibition. Additionally, side events such as new product showcases, wine & traditional liquor seminars, and 1:1 business matching programs are arranged.