The Partnership
Bluestone Lane, the Australian-inspired specialty coffee and café chain, is placing Perelel's Triple-Support Protein on the menu at more than 65 locations nationwide beginning September 10, marking the OB/GYN-founded women's nutrition brand's first national café distribution deal.
The year-long agreement calls for three seasonal product drops through 2027, structured around Bluestone Lane's calendar of limited-time offerings. The launch menu centers on a Pumpkin Chai smoothie and protein coffee drinks — the chain's first protein coffee lineup — with Perelel's formula folded into both. Additional seasonal campaigns and community events are planned for the balance of the partnership.
What's in the Cup
The functional ingredient stack behind the rollout is Perelel's Triple-Support Protein: 20 grams of plant-based protein, 3 grams of creatine monohydrate, and 5 grams of low-FODMAP prebiotic fiber per serving. Perelel cites a randomized, double-blind, placebo-controlled trial showing the formula supported stable blood sugar, healthy cholesterol metabolism, memory, and satiety over four weeks of daily use versus placebo. The formula was developed alongside OB/GYNs and women's health specialists.
"Coffee is one of the most consistent rituals in people's lives, and we're always looking for ways to make that ritual even better," said Andrew Stone, Chief Brand & Culture Officer of Bluestone Lane. "Perelel brings genuine credibility through its clinically studied formula, and together we're making protein, creatine, and prebiotic fiber incredibly easy to enjoy as part of your everyday routine."
Victoria Thain Gioia, CEO and Co-Founder of Perelel, framed the café channel as a natural extension of the brand's distribution strategy. "Partnering with Bluestone Lane allows us to introduce our clinically studied Triple-Support Protein in a way that's both accessible and enjoyable, bringing evidence-backed nutrition into one of people's favorite daily rituals."
Channel Context
The deal reflects a broader trend in functional beverage merchandising: brands with clinical credibility are moving beyond supplement aisles and direct-to-consumer into foodservice and café settings where operators can build trial through familiar menu occasions. Dispensed beverage and blended smoothie programs have become meaningful foodservice-adjacent revenue drivers for specialty café operators, and ingredient co-branding — where the functional supplier gains brand visibility on the menu board — is an increasingly common mechanism.
For Bluestone Lane, adding protein coffee positions the chain to compete with the growing number of QSR and café concepts that have leaned into high-protein menu builds. For Perelel, the café channel delivers in-person trial at scale without the retailer slotting and shelf-placement friction that challenges emerging supplement brands in conventional grocery. The partnership also includes more than 30 community events at café locations across the country this fall, a format that specialty coffee operators have used effectively to deepen loyalty among core demographics.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
