In its 25-year history, Port Chester, New York’s G and G Distributors had only been supplying pastries, Italian canoli shells, and the special whipped toppings for cakes to bakeries, bagel stores, restaurants and delis across the Bronx, Putnam County and parts of Connecticut.

The distribution company had never included beverages in their repertoire until John T. Goodliffe, the owner and son of the founder, saw a new protein-infused water called trimino being served in Connecticut, at his son’s hockey match.

Goodliffe stated: "We’re a small specialty distributor. We knew we could never compete against distributors handling the major soft drink brands. Then we discovered sugarfree trimino from Miami Bay Beverage Company in Branford, Connecticut. The kids on the Connecticut Wolf Pack youth hockey team loved it as a healthy alternative to sugary sports drinks, as did my own kids when we brought it home. It was delicious.

"After we introduced it to a few accounts and started to receive reorders, we knew it was time for G and G to get into the beverage business, starting with a healthy brand that could help families wean themselves off fat-building sodas," Goodliffe added.

The light and refreshing trimino water comprises seven grams of top quality whey protein along with 100% of vitamin B complex, totalling only 28 calories in a 16-oz bottle. It contains no carbohydrates, sugar, lactose, gluten or caffeine and comes in four flavours: Coconut Pineapple, Mixed Berry, Strawberry Lemonade and Peach, at a tentative retail price of $2.49 per bottle.

In this venture, G and G Distributors are supported by Miami Bay Beverage regarding product flyers, window signs and point of sale shelf talkers, and its company executives accompany the G and G team on sales calls.

CEO and co-founder of Miami Bay Beverage, Peter J. Dacey, said: "trimino is perfect for women-on-the-go looking for a healthy substitute for high-calorie snacks and drinks. Women tend to be the main purchasers in their households and when they like it their spouses and kids usually follow."

Goodliffe declares: "trimino is ahead of the trend away from sugary cereals, snacks and beverages in favor of healthier options."

As per the Beverage Marketing Corp., New York, the ready-to-drink " wellness and functional" beverages category grew to $65.3bn due to dollar sales increasing by 3.9% in one year, from 2011 to 2012.