Glanbia is taking sports nutrition somewhere unexpected - the beer aisle in the United States.

Its Performance Nutrition division, home to leading global sports and lifestyle nutrition brands, has unveiled a new non-alcoholic brew aimed specifically at the US market.

Glanbia's Performance Nutrition division has launched ChampionSips, which is brewed in partnership with Wisconsin Brewing Company and "crafted" with malted barley and hops.

It aims to be an American pils-style brew with a difference - because it serves up "10g of protein, 90 calories, 11g of carbs and 0g of fat per 16 fl. oz. can".

According to Optimum Nutrition this is yet another example of how Glanbia is focused on keeping pace with "changing lifestyles".

The division said its new brew delivers "notes of citrus and hops and a crisp, refreshingly familiar finish.”

Glanbia

The non-alcoholic drink is the latest Stateside addition to Performance Nutrition's portfolio of brands, which have become market leaders in the lifestyle nutrition category.

Glanbia now describes itself as evolving from its "dairy roots" to become a leader in better nutrition and "a trusted innovation partner" for the global food industry.

In its latest set of half year results the Kilkenny headquartered group promoted itself as a "protein powerhouse at the heart of better nutrition".

Hugh McGuire, Glanbia's chief executive officer, also believes the group is "uniquely positioned to meet the growing demand for nutrition that supports healthier and more active lives".

According to Optimum Nutrition's research Amercian consumers are looking for new ways to balance their social lives with more active lifestyles.

It found that Americans are spending more time on activities that support their health and wellbeing but "62% say they’ve regretted staying in when they could have gone out."

Jeff Schoenfield, director of Innovation at Glanbia, said: "For 40 years, our approach to innovation has been consumer-led.

"ChampionSips reflects that mindset, opening up an entirely new occasion for Optimum Nutrition and challenging expectations of where the brand can show up."