ROCHESTER, MINN. — The co-founders of Cowbell Nutrition value transparency. Clearly labeled on the side of each can are not just the ingredients, but also the amounts of each in the formulation. John Pacchetti, Nolan Fox and Josh Grenell, the co-founders of the company, are creating products that fulfill their own needs as athletes with science-supported formulations.

Cowbell Nutrition is their first foray into the beverage sector, where the products are marketed as supplements. With previous careers ranging from psychiatric nursing, surgical sales and gym ownership, the Cowbell team came from different backgrounds to create the company.

“We saw a hole in the space where there wasn’t really enough efficacy in drinks,” Pacchetti said. “…We thought, ‘we think we can make a better drink with more effective ingredients and a blend that’s actually meaningful.’”

Cowbell Nutrition launched in 2019 through self-funding to create a beverage formulated for consumers with athletic lifestyles packaged in a slim can.

“I got involved with this company because I was frustrated with the other options I had to sell not only to my gym owners but myself,” Grenell said. “I couldn’t actually find out what was in them. They have all of these buzzwords on the can, but then you couldn’t find out actually how much was in it. Some of the supplements you’re taking, you really need to know what you’re taking in order to determine how much you should be drinking.”

The Cowbell trio worked for a year to develop a formulation for their first product containing ingredients perceived as natural and clean. By the time the Cowbell team had their formulation, COVID-19 struck and was shortly followed by an aluminum shortage, Pacchetti said. The roadblocks caused a delay in production, which later began in 2022, allowing the company to launch its first product: a dietary supplement beverage called Cowbell Performance + Recovery.

The beverage is formulated with 5,000 mg of branch chain amino acids (BCAAs), 1,000 mg of BetaTOR HMB, omega-3 DHA, turmeric, glucosamine, green tea extract, and vitamins and minerals. The beverage also contains 50 mg of caffeine.

“At Cowbell, we believe that transparency builds trust,” Pacchetti said. “Too many sports drinks and supplements leave consumers guessing about what they’re actually putting in their bodies. We wanted to change that by giving people full visibility into our formula — no proprietary blends, no vague ingredient lists, just clear, science-backed nutrition.”

Going a step further, Cowbell highlights the percentages of each vitamin and mineral used in the drink’s formula. Certain ingredients contain significantly higher percentages than their recommended daily values, which is based on a 2,000 calorie diet.

“We have higher percentages on some vitamins because the body doesn't absorb them 100%,” Pacchetti said. “Upping the amount gives us the ability to absorb closer to a daily recommended dose. Plus, our approach to formulation isn’t about just meeting the bare minimum; it’s about optimizing performance, energy and recovery.”

The product is intended for active consumers who are concerned about “performance, muscle loss, muscle gain,” and who are regular gym goers. Pacchetti also said older consumers could benefit from the supplement due to the effects of the BetaTOR HMB, a water soluble, beta-hydroxy-beta-methylbutyrate derivative of HMB that slows muscle breakdowns.

From left: John Pacchetti, Nolan Fox and Josh Grenell.

| Photo: Benazir Photography

The supplement is the only performance and recovery beverage on the market that contains BetaTOR HMB, Pacchetti said.

Cowbell Performance + Recovery contains sugars, including cane and monk fruit. The trio said the sugars are necessary to metabolize the BCAAs.

“We’re a little bit anti-zero sugar,” Pacchetti said.

In the final quarter of 2024, the Cowbell team added to its offerings with the launch of Cowbell Hydration. Available in grape and blue raspberry flavors, the beverage is formulated with 200 mg of sodium, 50 mg of potassium, 300 mg of chloride, 20 mg of magnesium, and simple carbohydrates.

Unlike Cowbell Performance + Recovery, the product is formulated for consumers of all activity levels — including children.

“We’ve gotten a lot of positive feedback from parents who have actually switched out having their kids drink Prime or Gatorade to drinking Cowbell because it’s clearly the better choice for them, and their kids like it,” Grenell said.

“I do think that that’s going to be a significant market for us, just the kids and parents feeling comfortable that it’s safe and going to be okay for them,” Nolan added.

Cowbell Nutrition has two manufacturing partners. Its Florida partner manufactures the performance and recovery beverages, while the Louisiana partner handles the hot fill for the hydration beverages.

Cowbell Nutrition’s products are currently available for purchase through a direct-to-consumer business model, as well as being sold at gyms and athletic clubs. Shipping is done directly from the Cowbell office in Rochester, Pacchetti said.

Moving forward, Cowbell hopes to lean further into distribution and add more stock-keeping units to its line of offerings.

“We’re starting to work into distribution in the Midwest right now with distribution companies,” Pacchetti said. “We’re locking down a few agreements right now as we speak.”

Pacchetti said Cowbell also is planning to add more flavors to its products and add new products such as creatine gummies and HMB gummies.

“We’re not going to probably be just drinks,” Pacchetti said. “We think of it more of all nutrition … The biggest thing for us is we’re absolutely not cutting any corners. We’re not interested in cutting corners on really anything. That’s just who we are.” 

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