US-based Zeno Functional Foods has launched a snack-sized protein bar, SOBAR, designed to reduce consumer’s alcohol consumption by 50%.

To create the product, Zeno used Alco-HOLD technology to hold alcohol in the stomach for a longer time, where it can be inactivated.

Alco-HOLD is a combination of milk protein and insoluble oat fibre, formulated to hold alcohol in the stomach for a longer time when consumed after eating a SOBAR.

Zeno Functional Foods founder and SOBAR inventor Joseph Fisher said: “This research project started after I had too much to drink on an empty stomach at a wedding.

“After that experience, I thought that there was a huge need for a specialised, low-calorie snack that could efficiently and effectively reduce alcohol absorption.”

The 210-calorie snack bar was tested at INQUIS Clinical Research, an independent laboratory in Toronto, Canada.

During the trial, the laboratory tested SOBAR’s ability to reduce alcohol absorption with two other foods. The tests were carried out on a group of 21 healthy adults, including ten men and 11 women.

Tests took place in four scenarios, including no food, a 210 calorie SOBAR, 210 calories of a snack mix and a 635 calorie meal before consuming two drinks.

Initially, Zeno plans to release SOBAR in the North American market through the internet and retail distribution.

Going forward, the company aims to increase the availability of its product in other locations, including Asia, Australia and the European Union (EU).