When friends and former athletes Amar Gupta and Josh Barr graduated from business school, their ambition was to create a new type of beverage for consumers who wanted a healthy, tasty energy boost.
In 2018, they started work on their first protein-coffee, using high-quality dairy protein from grass-fed New Zealand cattle and hand-picked, artisanally roasted Arabica coffee beans from the mountains of Colombia and Brazil. A winning recipe, as it turned out.
Appealing to true coffee lovers
Product quality and flavour were top priorities from the start. Amar explains: “Two-thirds of consumers drink coffee, and the average coffee drinker gets through about three cups per day. If we were going to ‘steal’ one of those coffee occasions, our product couldn’t taste like your average protein drink or a mediocre coffee. It had to appeal to the true coffee-loving consumer.”
Before settling on an exact product formulation, the entrepreneurs did numerous iterations and spent weekends running product demos to gather consumer feedback. Josh recalls, “People really liked the idea of protein coffee beverages but, as expected, the taste was key."
“People really liked the idea of protein coffee, but as expected, taste was key.”
Josh Barr, co-founder of brüst
From glass bottles to Tetra Pak cartons
Initially, the founders thought the quickest and easiest way to get a new product onto the shelf was to package it in glass bottles. However, the supply chain for glass proved difficult to handle and it wasn’t long before they ran into difficulties.
“Glass bottles are heavy,” explains Amar, “and they require a cold distribution chain with refrigerated trucks. Moreover, the product shelf-life is maximum three months. It didn’t take long for us to realise these issues would hamper our efforts to build up inventory.”
Josh and Amar went back to the drawing board to figure out if they could improve shelf stability with a lighter, more efficient package. After scouring the internet and consulting various industry experts, they contacted Tetra Pak. “We were already familiar with the brand, of course, but had never thought about what working together might mean from a business perspective. However, after our early experiences with glass bottles, the concepts of shelf-stability and efficient aseptic carton packaging made a whole lot of sense!”
“…after our early experiences with glass bottles, the concepts of shelf-stability and efficient aseptic carton packaging made a whole lot of sense!”
Josh Barr & Amar Gupta, co-founders of brüst
Focus on sustainability
Naturally, sustainability was also a key consideration. Says Amar, “Canadian consumers are increasingly aware of global environmental challenges. And we feel the onus is on us to communicate transparently and keep improving over time.”
The choice of carton packaging supported their sustainability ambitions. According to research, paper-based cartons have a lower CO₂ footprint than single-use glass bottles — only 83 g CO2 equivalents per litre (eq/l) compared to 430 g CO2 eq/l for glass.*
This is partly due to the fact that carton packages are lighter than glass bottles, and therefore require less fuel in transport. But it is also because aseptic cartons enable a longer shelf life. Products stay safe for six months or more without preservatives or refrigeration, which means they can be transported and stored in ambient conditions.
“As our brand matures,” says Josh, “we will communicate more about the sustainability of our products. We want to demonstrate a responsible approach to everything we do – from ingredients sourcing, through production and packaging.”
Having decided to work with Tetra Pak, brüst chose the Tetra Prisma® Aseptic 330ml Square with DreamCap™ package. “It’s a great single-serve package for on-the-go consumption—sleek-looking and flexible,” says Josh. “In the future, we are also considering using the Tetra Prisma® Aseptic Edge, which is produced on Tetra Pak’s latest high-speed line, and perhaps also a one-litre multi-serve package.”
As a start-up, brüst decided to outsource its production to a co-manufacturing partner rather than invest in its own production facilities. Tetra Pak was able to connect them with a reliable local co-packer.
New packaging. New design.
brüst customers had no problem accepting the switch from glass bottles to carton packages. “The only comment we got was that you couldn’t see the product inside any more,” explains Josh, “which meant the printed design had to communicate our products very clearly.”
Making the right impression was important too. “A lot of protein drinks have very bold, masculine designs,” the founders explain.“We wanted brüst to be the opposite —hence the sleek, clean package.”
“We wanted brüst to have a sleek, clean package design with a minimum amount of information on it.”
Josh Barr & Amar Gupta, co-founders of brüst
Originally, Josh and Amar expected brüst to be most popular among gym-goers, for pre or post workout consumption. But market research soon revealed that all kinds of people were drinking their protein coffees at different times of the day and in a variety of settings. About 80% were consuming brüst as a quick breakfast or midday snack. The typical age range of consumers was 25–40, but both college students and some over 40s also chose brüst as well.
Josh and Amar concluded that, “The common denominators were psychographic rather than demographic. brüst is basically for anyone who needs energy on the go—young parents, professionals, truck drivers. You name it!”
“brüst is basically for anyone who needs energy on the go – young parents, professionals, truck drivers. You name it!”
Josh Barr, co-founder of brüst
Coffee beverage or protein shake?
The brüst range currently consists of wide range of coffee options from an unsweetened dark roast to a slighlty sweet light roast, and flavours include mocha, salted carmael, and pumpkin spice. But are they coffee drinks enhanced with protein, or protein shakes flavoured with coffee? “The answer is both!” says Amar. “brüst lies at the intersection between a protein drink and a flavoursome coffee. We’ve found a new white space and we’re offering a product that simply didn’t exist before.”
In retail stores, brüst can be found either among the food supplements (Costco) or the coffee drinks (Whole Foods and Walmart), which is fine by Josh and Amar. “We’re happy to be a hybrid, as long as people can find our products when they want them.” Recently, Amazon Food Service has been added to the growing list of distribution channels, so finding their products will be easier than ever for Canadian consumers!
“We’ve found a new white space and we’re offering a product that simply didn’t exist before.”
Amar Gupta, co-founder of brüst
Why the name, brüst?
This unusual brand name combines the words ‘brewed’ and ‘boost’, key product descriptors that inspire the longer product description, ‘cold-brewed coffee with a boost of protein’.
“As for the umlaut, we both loved the premium ice cream brand Häagen-Dazs,” they say. “It was started by two New Yorkers who used the odd spelling and an umlaut to create a quirky, premium brand image. brüst is similarly unique, and also communicates quality.”
Tetra Pak took a ‘gamble’ on brüst
“Looking back, we understand that Tetra Pak took a risk when they gambled on our business,” say Josh and Amar. “But we’re happy that they did, and the results so far show it was a good business decision.” Sales have increased steadily over the last 3–4 years and the company's ambition is to expand into the US market in 2026. While taking the brand international is a major undertaking for the Canadian start-up, they know they can rely on Tetra Pak’s support to make it work. “Together, we’re investing in communication and getting the word out that brüst is doing things in a sustainable, structured way,” they explain. “With Tetra Pak by our side, we’re taking it one step at a time and building a solid foundation for success.”
“With Tetra Pak by our side, we’re taking it one step at a time and building a solid foundation for success.”
Josh Barr & Amar Gupta, co-founder of brüst
