Maybe you’re one of those people who looks forward to their weekly trip to the grocery store the same way teenaged you did a trip to the mall. Or maybe you completely dread it, swearing each time you plop your grocery bags down on the counter that you’re going to start Amazon Fresh-ing everything. Either way, everyone can pretty much agree that the best part of the whole trip is eyeing some cool healthy food and drinks you’ve never seen before.
Whether it’s a funky-flavored kombucha, a keto-approved protein bar, or a bottled matcha with super-pretty packaging, the discovery element is key to having a little fun while pushing your cart down the aisles. Recently though, buzzy wellness food and drink brands are focusing more on getting their goods into fitness studios than onto supermarket shelves.
You have to admit, it makes sense: Just think about how hungry you were after your last workout. But this trend goes beyond the smoothie-bar model that’s become a mainstay.
Keep reading for insider intel on the food-fitness collabs, buzzy brands to look out for at your next workout, and where the trend is going next.Get Started
2/4Photo: Instagram/@healthadeWhy brands are flocking to boutique fitness
When Amy Driscoll launched Bear’s Fruit Kombucha last year, she skipped the usual lengthy process of applying to be on grocery store shelves and went straight to a few key NYC studios, including Sky Ting Yoga and Pure Barre. (The brand is now in 13 wellness studios.)
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