Optimum Nutrition launched Clear Whey Protein in the UK, adding to its broader portfolio of clear protein products. The company also holds Clear Protein Collagen, Clear Plant Protein, and Protein Water in the same range.
Clear protein products are translucent supplements that taste and look like fruit juice or sports drinks rather than the traditional thick, milky protein shakes.
Available in blackcurrant, mango or passion fruit, each serving delivers 20g of whey protein isolate, zero fat, low lactose (0.2%), and zero sugar.
“These products are among the last big innovations to happen within protein,” Nick Morgan, managing director of Nutrition Integrated, told NutraIngredients, adding that the range aims to ‘democratize’ the category and break the “stereotype of protein being delivered in the shake.”
In its announcement on the product launch, the company delivered a similar message, stating that it could “expand the occasions” where people can consume protein during the day.
“Rather than replacing traditional protein shakes, it has been designed to create new consumption occasions, helping people enjoy protein after a run, between meetings, on the commute home or whenever a lighter, fruit juice-inspired drink better fits their lifestyle,” Simon Breakell, head of brand for the UK market at Optimum Nutrition, told NutraIngredients.
Explaining how consumers will differentiate between the range, he noted that the Clear Plant Protein targets those seeking a vegan alternative, while the Clear Collagen Protein combines collagen peptides with whey to support broader wellness goals.
High growth sub-category within high growth category
The clear protein market has been one to watch for the last few years, and this has seen more companies, such as Optimum Nutrition, step into the market. According to Morgan, clear proteins are now the fastest growing protein powder or ready-to-drink (RTD) products on the market.
“If people are going to innovate in the space then clear proteins seem to be where companies are investing,” he said. “And this is largely because it becomes a conduit to more people.”
These products can be targeted at ‘lifestyle performance’ consumers rather than people who simply want to build more muscle, Morgan explained. An added benefit of the delivery format is that a water-based product typically feels healthier, helping to reach a broader audience, he added.
Breakell echoed this statement by highlighting how mainstream broader protein products have become within the sports nutrition category, with the continued growth seen leading consumers to seek products that “fit different routines, preferences, and occasions.”
He added that clear proteins fit into this evolution of the market, as more people look to make protein products part of their everyday lives.
Offering a different flavour
One of the complexities of developing a clear protein is the potential for the product to have an astringent taste, which can be an issue at higher protein levels, Morgan stated.
For the formulation process of Optimum Nutrition’s Clear Whey Protein, Breakell noted that particular attention had been focused on the clarity and mixability of the finished product. He noted this process also required “balancing flavour systems and acidity to create an authentic fruit juice-inspired taste”.
With the fruit profile of such products, Morgan explained that this is an opportunity for companies to explore flavour collaborations with established beverage brands, bridging the gap between sports nutrition and the mainstream drinks market.
It is partly this flexibility that sees the clear whey protein category as having more upsides than compromises when compared to traditional whey protein products, he concluded.
