Detach: Coconut Beverage

The Evolution of Coconut Water

Detach® Brands is a one of a kind enhanced organic coconut juice. We call this category Coconut+®. Detach® gives you more than just the natural hydration from coconut water. With just the right mix of additional coconut you get a low calorie, low glycemic energy boost along with key nutrients not found in coconut water alone. We wrapped it all together into a a great tasting, refreshing lemon/lime flavor called Ellie-Ade. All the benefits of coconut water and more without the strong coconut water flavor.

Detach Brands is about striving higher and to this end our goal was to stretch beyond just the goodness of coconut water alone. Backed by years of testing our proprietary amino acid (protein) blend gives you a proven boost to benefit a wide range of athletic endeavors. We also improved on the electrolyte content of coconut water alone with added sea salt for replenishing lost sodium during exercise.

Detach Brands is not just about a great drink or being physically healthy but is a maniacal movement toward being healthy in your heart, mind, body and soul with no-compromises. Our products are of the highest quality organic ingredients, flavors and we ensure full transparency on sourced ingredients.

Your Best Game

Our products are designed to go beyond basic hydration and help you be the best in your practice, every time. We balance between science and good nutrition to ensure the results you get are sustainable and good for your body.

No Compromises

Detach Brands is about achieving your best and doing so without compromising what is good for you or the environment. We spent years to bring the right formula to you while doing so in a natural, transparently sourced footprint.

Detach Products include:

Detach Coconut+

My name is Stathy and I have been an avid as well as successful competitive athlete for all of my adult life. Through my endeavors as a national track cycling champion and multiple state cycling champion, achieving a high degree of performance was important. Fortunately this led to my other passions in physiology, biology and the mechanics of how the human body, brain and spirit tick. For the better part of a decade I’ve been formulating performance drinks on my own to support my endeavours. In my pursuit of success, my biggest lessons have been to stay focused and calm, yet intense and that even more important than winning was doing so in a sustainable and healthful fashion.

The Detach® movement was born from a combination of events. First, collaborating with my wife  coming into her own healthy endeavours and searching for something to support her newly found Yoga practice. Second, getting the news that my Father was diagnosed with Alzheimers, accelerated by a highly stressful environment. Lastly, a move to California and spending time with a close friend who was an Olympic athlete and now struggling to maintain a normal lifestyle with a rare diagnosis of colitis. The events created the catalyst for my own evolution to get back to my roots and help others evolve in their own practice while doing so in a sustainable and healthful fashion.

Detach® is not just about being physically healthy but being healthy in your heart, mind, body and soul with no-compromises. The Detach® brand is an evolution, not just a physical evolution but a holistic one to help you find your path to courage, happiness, healthiness and enlightenment.

STATHIS TOULOUMIS, FOUNDER OF DETACH


Community

It is our goal to support and contribute to the community. We give a portion of all profit to charitable organizations with values similar to ours.

Detach Brands is a privately held company based just outside of San Francisco, California. It began in June 2013 with the brand and product conceptualization which started in Chicago. Detach products are designed first and foremost to be a healthy alternative to traditional sports and functional beverages. Detach will launch it’s first product in the first quarter of 2017 called Coconut+. The product will initially be distributed solely through Amazon and direct to select retailers. The product foundational ingredients are all organic and have some added non-GMO amino acids for functional benefits that are sceintifically shown to improve high intensity exercise. The aminos are commonly marketed as vasodialators (Citrulline), Neutropics (L-Theanine) and Energy Enhancers (Beta Alanine). There will be a single flavor available that is a lemon/lime infused beverage with just the right hint of coconut.

Detach Brands is a privately held company based just outside of San Francisco, California. It began in June 2013 with the brand and product conceptualization which started in Chicago. Primary objectives for Detach are:

  • Design products to be a healthy alternative to traditional sports and functional beverages.
  • Design products that have proven benefits to you and your game.
  • Support community efforts that improve the quality of life, especially for those in need. A portion of all proceeds will be donated to charitable causes.

Phone: (415) 854-8505

 

E-mail: hello@drink-detach.com

From Hipster Santa to First World Problems, the entire internet has jumped on the coconut water meme train.  While both sides of the fence have their say about whether or not coconut water is a good thing, we can all agree not all coconut water is created equal.   I think we can safely say that we've all had coconut water that tasted like it was squeezed through someone's feet.  Flavor profile, especially in a drink like coconut water, is super important and can definitely make or break your interest in finishing the glass.  Stathis Touloumis, founder of Detach, spent 3 years carefully developing and refining the flavor, as well as the nutrient balance, and came up with pure magic.

Thanks for meeting with us today, Stathis!  Can you kick us off with a telling us about how Detach got started as a company?

Thanks Jonathan and thanks for inviting me today. It was an unlikely path and the concept started without me seriously thinking or realizing I would get into the space. The concept was born while having a conversation with my wife. It was after she had done back to back Yoga sessions after work. She was pretty wiped out and did not feel she had an ideal practice. Normally she would try to have a beverage before but was tired of the limited choices. She liked the idea of coconut water but hated the taste of all brands and anything close to tasting good was Vitamin Water which was still lacking in it’s overall health and functional benefits. Having been a successful athlete for many years I've often developed my own pre, during and post beverages while trying to balance practical nutrition with functional benefits to my practice. During our conversation she asked if I could make something for her and the rest  is history!

How did you get introduced to the Paleo community?  What were some of your first impressions?

I have to admit I wasn't immersed into the current trends a few years back. I was fairly heads down focusing on my career in high tech and was starting to get the itch to get back to my original passions in life. Part of this process was to bond to communities that had similar beliefs to me It was coincidental that I had also started to get back into strength training from purely a cycling background which then led me to crossfit. Obviously the exposure to Paleo was then magnified and I found many of the core principles aligned with how I lived so it was a natural fit. It only became more compelling after reading about the tremendous amount of success (sustainable) people have had after switching to Paleo diets.

Word on the street is that it took 3 years to get the magic right in Detach.  Can you tell us about this process?  Any fun stories to share about getting it right (because 3 years is plenty of time for the hilarity of trial and error)?

Yea, well much of the time was spent just on concept and market research. My initial product idea was a Kombucha based beverage! I committed in early 2016 to have a consistent focus and follow through to launch a proof of concept. There are a ton of decisions to make though especially as a scrappy startup, not just what would make the best product. I spent a fair amount of time just asking myself, "Do I really want to bring my own beverage to the broader market? I barely have a  f**** clue what I am doing!" But it really started to evolve beyond just the product. The more I did the more I realized just how much I missed having a big part of my life around health and fitness which was inclusive of also being challenged and happy.

What's is your mission for Detach?  Your goals?

The mission goes beyond our first product. The Detach mission is to inspire a healthier and happier lifestyle. Healthy in your heart, mind, body and soul with no compromises to achieving it.There are way too many products out there touting natural and healthy that are still just full of artificial ingredients and unproven processing methods, I believe we can do better.

The statement is simple but embodies many of the initiatives that over time Detach will get involved in. At the end of the day having a healthy balance across all factors in your heart, mind, body and soul  is crucial overall sustainable health. There is no point in finding a way to improve ones practice if it's just of short term value. Sustainable outcomes is definitely a core value for us they we strive to achieve.

Tell us about yourself!  Do you play any sports or are you more workout-oriented?  Was there life before Detach?  Tell us a story about the life of Stathis Touloumis!

I hate talking about myself actually. My good friend leans on me all the time to do this more when talking to folks about Detach :-) Speaking of friends, I'd like to start by thanking my phenomenal support system of family and friends. I've had my share of hard knocks in life but always had a degree of support I am ever grateful for.

Yes and yes, I have been in and out of sports my whole life experiencing both major failures and successes. I've been through lots and lots of injuries both chronic and acute, falling down and getting sad while all the while doing my best to work through them. I was first involved and committed seriously to a sport wrestling in high school. This exposed me to various aspects of strength training and physiology which I found I had a natural interest and passion for. As far as wrestling goes I found dropping weight was not my thing - wrestled at 105 lbs at 5'9" ... no bueno!. From there I got into cycling even though life in the city was not conducive to cycling training. There were too many distractions like traffic, house parties and being a dj :-) My stubbornness and passion for the sport got the best of me even though I constantly would get my butt kicked in at every race. I ended up trying to commit a season to doing well when I was 19 moving to Florida in the Winter. All that did was give me a major herniated disk in my lumbar region from which local doctors told me I'd probably never walk normally without pain let alone sports again. I was about 20 years old, majorly bummed and depressed for nearly a year. I decided to stop feeling sorry for myself and find other ways to try and enjoy life including finding competent doctors. I got involved with Yoga even though it was a time when people thought you were a complete weirdo for doing so. I also got into various aspects of strength training. Over time with doctors help and guidance I actually ended up recovering nearly 90%. During this time I also found out I had a bad knee with limited mobility that most likely sourced the back injury and other pain. That led to arthroscopic surgery which went phenomenal and with therapy got me to nearly 100%. I could actually run with a normal gait that I could not do before. From there I continued to do Triathlons making the national team one year. I kinda snuck in though and the reality was long distance sports was not my wheelhouse. Although I managed some competent times cycling was by far my strongest event. At this time it felt like I goofed around enough with my life and had to buckle down with a career. I spent the next 5 years focusing exclusively on career until I reached a point where I got the itch to get back into competitive sports again. I moved out of the city, closer to an area that had both a positive healthy lifestyle community and that was conducive to supporting more outdoor endeavors. I then decided to give pure cycling a shot again in part I liked the "mano y mano" aspects of direct competition. I had some money, had some free time and was doing well so I decided to also get a coach to help round out the gaps in my knowledge. It worked out better than I thought. I spent nearly the next 15 years racing competitively at the amateur and master level racking up a national title, several state titles and many top finishes across road, track and even mountain biking. My wheel house was definitely more explosive events but not pure power events like sprinting though I was a good sprinter. During this time I took on several roles which required a pretty hefty national and sometimes international travel schedule. What probably would surprise most people is that I actually liked it. At the time I did not know if I'd ever race competitively again. This situation forced me to really not focus on what I did not have but rather what I did have and how to capitalize the most on it. I really had to dial-in my training and focus highly on quality VS volume which most people tend to default to. This experience has stuck with me and now that I am delving into other activities I am testing the model on the new activities as well.

Can you tell a bit about what's in Detach?  Do you have any other flavors coming out?  Drink recipes?

Absolutely, our goal was to evolve plain coconut water to a new category of hydration beverages we call coconut+. We start with an organic coconut water base, add just the right combination of organic and non-GMO ingredients to give improved electrolyte balance, a low glycemic eneregy boost and functional benefits to improve a wide variety of activities. The formula is especially tuned for high intensity activities like crossfit, cycling, rowing, running, etc. The results have been amazing with consistent feedback on the positive feeling as well as positive  results during practice. This is not unexpected though given some of the individual ingredients like Beta-Alanine have scientific results to back the functional benefits. All this in a great tasting drink that is great for you!

The decision on initial launch was tough. We realized that the most important thing was to stay focused and dialed in. I think every product person ideally wants a broad swath of flavors and even categories they can fill but this really complicates the launch of the business. I definitely have planned flavors on the horizon as well as other product ideas which will follow the same philosophy as our mission. For the time being we decided on a fairly neutral flavor with broad appeal and until we reach our customers satisfaction and adoption we’ll keep the product line focused and lean.

You've told us that you're just about ready for purchase and distribution.  Where can we expect to find Detach?

Right now the easiest place is through Amazon. Customers can sign-up on our website at www.drink-detach.com for promos and special offers. We are planning direct to select fitness clubs and retail outlets in the near future as well. Our goal to start is to keep the footprint focused and controlled and ensure what we are delivering to our customers and community is dialed in and then based on their feedback can expand the product line.

Are you aware that there are hundreds of coconut water memes?  Do you have a favorite?

Hahaha, only until recently. I think Willie Wonka is hilarious:

But I think the hipster has to be my mascot! It kinda speaks to the evolution of coconut water ;)

Any words of wisdom you'd like to share with our community?

Absolutely, don't be afraid to learn new things and remember even the smartest of us do not stop learning. So take some risks yet don't be reckless, be balanced and of course I gotta say @drinkdetach !!!

I hate the flavor of coconut water, is that what Detach Coconut+ tastes like?

Answer: NO! In many of our taste studies, consumers who did not like coconut water loved Detach Coconut+.

Why is the product not cold pressed?

Answer: There is still much uncertainty as to how healthy cold pressed beverages can be when going through distribution to stores. There have been many cases of recalls and even FDA lawsuits due to the unsanitary outcome of cold pressed beverages. Given one of our primary goals to provide healthy and sustainable products, our preference was not to risk our customers health in this way for a marketing trend to help accelerate sales. We will continue to explore ways to deliver high quality products in ways that does not fundamentally risk our customers health.

Is it wholly organic?

Answer: Most of the core ingredients are organic. Because we add amino acids (protein building blocks) to the product it technically can’t be certified organic. The aminos are non-GMO, 100% pure pharmaceutical grade sourced with no fillers or additional ingredients. All of the other ingredients are organically certified and sourced.

About Us : 

Established in 2010, The Paleo Foundation was first organized for the purpose of improving the tolerability of the paleo diet, and to help adherents easily identify products that met its basic tenets.  Since then, thousands of products have been certified through the Certified Paleo, Keto Certified, and lab -tested Grain-Free Gluten-Free certification programs.

 


Disclosures:

100% of  Paleo Foundation revenue is generated through certifications.  We do not accept donations, corporate sponsorships, or financially benefit from the sales of any certified products, product giveaways, or partnerships with industry contacts or retailers for the purpose of maintaining the integrity of an impartial certification standard. 


Certified Paleo logo Certified Paleo:

Each certification program has a different set of standards.  Certified Paleo is the Paleo Foundation’s first, most popular, and highest level of certification for Paleo-compliant products.  Certified Paleo Products are products that contain Paleo ingredients, but may have some 21st-century processing or packaging methods allowing for shelf stability.

 


Grain Free Gluten Free Certified LogoGrain-Free Gluten-Free: 

Grain Free Gluten Free Certified products are gluten-free and do not contain any grains of gliadin competitive residues.  All Grain-Free Gluten-Free products have undergone two rounds of audits, including lab tests, and a final review to become approved for the Grain-free Gluten-free Certified Program. 

 


 

Keto Certified LogoKeto Certified: 

The ketogenic diet is a restrictive, demanding diet that can be difficult to maintain, and tolerability of the ketogenic diet is the single most important factor limiting individual acceptance for initiation.  Therefore, improving the tolerability of the ketogenic diet is crucial to preventing diet discontinuation, warranting further investigation into methods for improving palatability, improving the availability and convenience of foods that are compliant with the ketogenic diet, as well as addressing cultural and social acceptance.

The Keto Diet product market may be in a unique position to improve tolerability, especially in social and cultural environments that typically feature carbohydrate-rich “special occasion” types of foods. In 2016, the Paleo Foundation launched the world's first Keto Certified program for products with standards that were developed for adherence to a classical ketogenic diet.

 

 

 

 

 

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