A water manufacturer is turning to a new formulation to attract protein-hungry consumers.
Protein2o said its drink, which has between 15 and 20 grams of whey protein isolate, now contains a blend of 350 electrolytes along with vitamins B5 and B6.
Protein2o was aimed at athletes when it debuted in 2013. This predated the heightened demand for protein-infused products that have emerged during the last five years.
The market for protein water alone — products classified as water that contain protein ingredients — is projected to increase to $2.6 billion by 2033, a compound annual growth rate of 8.3%, according to Fortune Market Insights.
The brand described its tenure so far as “under-the-radar” but says its new formulations and packaging will resonate with a new group of consumers.
“We know that protein is the core ingredient in muscle building and muscle recovery and with this new product formula, we are giving those pursuing fitness goals, a refreshing and delicious drink,” said Jack Peters, senior brand manager at Protein2o.
With the added electrolytes, Protein2o also is leaning into the growing desire by consumers for hydration drinks after a workout or to nurse a hangover.
Some CPG companies are debuting new protein drinks for consumers taking GLP-1 medications. In December, Nestlé’s Boost Brand launched a pre-meal drink containing 10 grams of protein and 45 calories per serving.
— Chris Casey
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