Superfrau is a new range of sparkling functional beverages that utilizes upcycled fresh whey to create a drink that is naturally full of nutrients, including full-spectrum electrolytes, lactic acid, protein, and vitamin B. The upcycled whey comes from yogurt production and is typically thrown away or used as feedstock.

Founded by Melissa Martinelli, she turned to female-led studio Fenomenal to create a brand identity that would make upcycled whey attractive to millennials and gen Z consumers.