Aldi Süd now sells non-alcoholic protein beer from JoyBräu

The Hamburg-based start-up has won a major customer. The cooperation is part of Aldi's "What's Next" campaign.

The world's first non-alcoholic protein beer is now available at the discounter: Aldi Süd is including JoyBräu from the Hamburg-based start-up of the same name in its range. From 6 August, Aldi customers will be able to buy a can for 1.19 euros. Especially for athletes, the JoyBräu is apparently made, after all, it contains seven grams of protein per can, is isotonic and should refresh like a real beer.

"More and more people like to reach for non-alcoholic drinks and we want to offer these customers innovative products," says Patrick Donath, Director Buying at Aldi Süd. JoyBräu was founded by Erik Dimter and Tristan Bruemmer. "Erik and I have always been enthusiastic fitness athletes and wanted to develop a beer that would cover this trend even better - something like a perfect sports beer that you can enjoy without remorse," says Brümmer about the founder's story. Together with the TU Berlin, they spent two years researching the recipe for their beer. The beer is brewed in Rhineland-Palatinate. Proteins and amino acids are added during the brewing process, and the technology is patented.

Aldi Süd gives start-ups from the food sector more frequent opportunities to sell in the discounter. Start-ups can apply under "What's Next". The young companies supported include Wisefood, which has developed an edible drinking straw, and Saturo, which offers a full meal to drink.