Zeno Functional Foods has launched a snack-sized protein bar which it claims can reduce alcohol absorption by as much as 50%.
SOBAR, the “world’s first food specifically designed and clinically evaluated to reduce alcohol absorption” is said to be about twice as effective per calorie than other foods tested.
“This research project started after I had too much to drink on an empty stomach at a wedding,” said SOBAR inventor Joseph Fisher, MD PhD.
“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.”
A trial compared SOBAR’s ability to reduce alcohol absorption against two other foods in a group of 21 adults, 10 men and 11 women. Each person was tested 4 times, eating either no food, a 210 calorie SOBAR, 210 calories of a popular snack mix, or a 635 calorie full meal right before consuming 2 drinks.
The average peak blood alcohol concentration measured over 90 minutes was reduced (compared to eating no food) by 50% with a SOBAR compared to only 25% by the snack mix. Although the reduction was even greater (68%) after eating the full meal, on a per calorie basis the SOBAR outperformed both other foods by about 2 to 1.
Zeno Functional Foods stated that the core technology behind the SOBAR’s is called Alco-HOLD, a proprietary mixture of two food ingredients, milk protein and insoluble oat fibre. This has been formulated to hold alcohol in the stomach longer where it can be inactivated by enzymes.
Available in white chocolate almond, honey peanut and caramel macchiato flavours, SOBAR is currently available online in the US. However, Zeno is planning to make the bar available in other geographies including Asia, Australia, and Europe.
