Barcode addresses endurance, recovery with its plant-based sports drink formula
The plant-based beverage contains key vitamins and nutrients that support endurance and recovery, including magnesium, ashwagandha and B vitamins, among others. For sweetener, Malik opted for monkfruit, which he noted was helpful in creating an aftertaste that catered to a mass market.
He pointed out that the combination of vitamin D, for people who might be deficient due to limited sun exposure, and ashwagandha, which may help with stress management during exercise, could appeal to athletes and general consumers.
“These ingredients were meticulously designed to create that opportunity for the body to hydrate itself, heal itself, recover itself so it is ready to perform and play a game where it can also be used to enhance performance,” Malik said.
High profile partnerships paid off
Malik started Barcode in 2021 with his Co-founder NBA champion Kyle Kuzma, and the brand worked with global basketball and NBA champion, Victor Wembanyama, as well as rap star, Jadakiss, to build the brand’s presence.
Unable to afford traditional celebrity endorsements, Barcode leveraged its ability to create customized beverages for its high-profile partnerships. These beverages not only showcased Barcode's functional capabilities but also catered to the individual preferences of each spokesperson to establish authenticity for consumers, Malik said.
“The individualized capabilities are massive for us and that is what attracts big names like Victor, like Jadakiss. It is how can we meet the needs of where people are as people. Victor is 7’5, taller than any person in the NBA, he’s one of one. We have to create one of ones to even be in the conversation and to partner with someone like him because we cannot afford to pay them outright,” he said.
He added, “We can have value through individualizing his data … so [we] look at what he needs and working with the medical team, and getting a flavor and taste profile that he likes … that is our advantage … that helps us as we navigate the space as an outlier is the ability to very quickly do that kind of surveying of what you need.”
While the talent helped Barcode create brand awareness within the $27.5 billion sports drink market, the brand initially launched strategically in regions where fitness and professional sports intersect, specifically Los Angeles and northern California, Texas, Florida, New York and New Jersey, and later nationwide, Malik explained.
The brand expects to launch Wembanyana and Jadakiss’ flavors this year, rounding out its portfolio to seven flavors, which include Lemon Lime, Watermelon, Concord Grape, Black Cherry and Malibu Punch. Barcode is available direct-to-consumer on its website, Amazon and in select retailers nationwide.
