Protein2O Seeks ‘Multi-Hyphenate’ Status with Brand Refresh

Functional beverage brand Protein2O is getting a fresh new look next month as it prepares to roll out a rebrand and reformulation across its product lines.

The 12-year-old business will introduce its new label on February 1, designed by branding firm Safari Sundays. The launch will also mark the start of a new marketing campaign and distribution expansion strategy, according to Protein2O president Andy Horrow.

The updated formulation adds a blend of 350 electrolytes and 100% daily value of Vitamins B5 and B6, in addition to its 15-20 grams of whey protein per 16.9 oz. bottle. In addition to aiding in protein absorption, Horrow said that the dual focus on protein and hydration gives the product more versatility – and it’s a position the brand intends to market around, mounting a new campaign called “2 Things at Once” to promote the refresh.

The campaign will include video ads on social and digital platforms that cast Protein2O as a “multi-hyphenate” brand for multi-hyphenate consumers: “I’m a dad and I’m a business executive, and I work out and I’ve got all these identities to myself – I’m not just one thing,” Horrow explained. “And as a beverage, we’re not just one thing either.”

In talking to consumers, the brand found a “direct correlation” between its sales and how often its consumers worked out, Horrow said. The new formulation is designed to broaden the brand’s reach with more casual exercisers – not just fitness enthusiasts, but the average Orange Theory (where the brand is sold) or Peloton subscriber.

“The relationship between how interested you are in our product and how often you work out was very obvious to us,” he said. “So as a result of that, we kind of got deep. What’s the absolute right formula for our consumers? What are they really looking for?”

The refresh comes as protein has been experiencing a moment amid rising interest in health and wellness, and the surge of GLP-1 drugs. Last year, total dollar sales of liquid protein and meal replacement drinks reached $5.3 billion, up 13.9% in the 52-week period ending April 21, 2024, Circana reported.

“We’ve all seen protein sort of explode in different ways,” Horrow said. “You don’t go very far without seeing some reason to have more protein in your diet.”

During the pandemic, Horrow said that Protein2O became more focused on Amazon and ecommerce sales, building an online business with a 40% repeat rate and 35% of consumers on a subscribe and save program.

In brick and mortar, Walmart is the brand’s pillar, with around 3,000 stores and sales up roughly 50% in the last year, he added. Protein2O distributes direct to the mass channel chain and is continuing to focus on expanding its business in the retailer.

The brand has now “dialed back” some of its grocery business in order to focus on its most successful accounts, he said. However, it retains a strong presence in the Midwest through stores like HyVee, Meijer and Jewel-Osco.

With the rebrand underway, Horrow said that the company is once again looking to grow its retail footprint with “some really big launches” scheduled for the first half of 2025, including new mass and grocery accounts.

“We only want to be distributed where we can succeed now, where we can put money against it, where people are looking for protein, and where we can have distribution success and marketing success.”