Protein2o Teams With Target on Exclusive Flavor
On the heels of its rebrand and reformulation earlier this year, Protein2o is rolling out to 1,400 Target stores nationwide.
The mass retail chain will carry the brand’s protein hydration drinks in Strawberry Watermelon and Orange Mango flavors. Additionally, Target will exclusively offer Protein2o’s newest flavor, Lemon Lime. The single-flavor 4-packs have a SRP of $7.99.
“Target is an incredible fit for [the brand]. Consumers are looking to get more protein in their daily regimen and hydrate more. Protein2o will help them achieve these goals and will be a nice complement to what they are already buying in the nutrition category,” Jill Short-Clark, CCO at Protein2o, told BevNET via email.
The partnership comes amid heightened consumer demand for protein-packed food and beverage products. Total dollar sales of liquid protein and meal replacement drinks climbed 13.9% to $5.3 billion in the 52-week period ending April 21, 2024, per data from Circana.
Protein 2o’s updated formulation, which debuted in February, features a blend of 350 electrolytes and 100% daily values of B5 and B6, as well as 20 grams of protein per 16.9 oz. bottle. Andy Horrow, president of Protein2o, previously told BevNET the brand’s dual focus on protein and hydration increases its versatility.
The addition of Target brings Protein2o’s footprint to over 7,500 stores nationwide, adding to accounts such as Walmart, HyVee, Giant, Central Market, Meijer and Woodmans Jewel among others.
The grocery channel is a “top priority” for Protein2o, according to Short-Clark.
“We want to work with our retailers as partners to fuel their category growth. Protein2o will be highly incremental for their fit-focused customers, providing both whey protein and hydration,” she said.
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