Beyond the Shelf: Beau Wehrle of DEFY

Once dominated by brands such as Gatorade or Powerade, the functional/performance beverage market has recently undergone a huge resurgence. With the help of trendy ingredients, such as CBD, brands have been reshaping how consumers view this once-booming market. With an emphasis on nutritional and performance benefits, this  (new) market is hitting all the sweet spots for modern consumers. This week on Beyond the Shelf, we spoke with Beau Wehrle of DEFY. Their CBD-infused performance drink is the first to be made with athletes in mind. We discussed how the product came to be, as well as the hurtles their product has encountered in such a new and emerging market.

Beyond the Shelf dives into the food and beverage industry with guests from all corners of the business including founders/CEO’s, marketers, chefs, dietitians, researchers, and other influencers. Topics range from trends in retail and production to expert tips on marketing to inspiring stories from growing companies, popular chefs, and much more! From ChefsBest – taste and quality experts in the food and beverage industry.

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