To reach a broader consumer base, companies continue to expand their portfolios with more convenient, accessible formats, including functional beverages.
As the GLP-1 trend evolves, demand is also growing for products that support muscle maintenance, alongside lighter ways to consume protein. This is driving a shift away from traditional, heavier protein shakes towards formulations that combine hydration with daily protein consumptions.
At the same time, rising whey protein prices, fueled by surging demand and the social media driven “proteinmaxxing” trend, is prompting brands to consider alternative sources.
Below a look at some of the more recent products launched into the sports nutrition market.
Fukumitsuya’s VATEN F
On Oct. 8, Fukumitsuya Co Ltd released a new product named VATEN F, an upgraded version of its rice-fermented energy drink launched in 2020. The name is derived from the Japanese word batenai, which means tireless, while F stands for fiber and fullness.
Founded in 1625, Fukumitsuya is the oldest sake brewery in Kanazawa, Japan.
The original product, VATEN, was developed through industry-academia-government collaboration with Kanazawa University, the Ministry of Economy, Trade and Industry, and the Industrial Research Institute of Ishikawa, leveraging Fukumitsuya’s unique fermentation technology that the company has cultivated since its founding.
With increasing year-on-year sales, VATEN plays a key role in the firm’s three businesses, namely alcoholic beverages, food products and cosmetics.
Focusing on the mitochondria, VATEN F utilizes high-quality domestic rice and Hyakunen-sui (hundred-year water)—natural spring water originating from the foot of Mount Hakusan and filtered through underground strata for approximately 100 years.
Hyakunen-sui is known for being used by historic breweries like Fukumitsuya as their primary subterranean brewing water for their junmai (pure rice) sakes and VATEN series.
Made from the same rice fermentation technology, VATEN F contains all nine essential amino acids, as well as soluble and insoluble dietary fibers, polyphenols, citric acid and carbohydrates necessary for improving exercise endurance and rapid recovery.
It is also rich in glutamine, which is involved in both muscle recovery and maintaining the intestinal barrier.
The functional drink has a sweet taste and rich texture, can be prepared at different temperatures and mixed with either sparkling or hot water.
According to Fukumitsuya, VATEN F’s target consumers are people who want to maintain daily health, optimize performance during exercise and manage their physical condition in preparation for pregnancy.
Puori’s Electrolytes+
Las Vegas-based Puori announced the Nov. 5 launch of Electrolytes+, a lemon-flavored electrolyte powder formulated with magnesium bisglycinate, potassium citrate and unrefined Himalayan salt.
Each sachet delivers a 2:1 ratio of sodium to potassium (600 mg sodium, 300 mg potassium), alongside 60 mg of magnesium and trace minerals including manganese, copper and iodine.
Developed for daily use rather than just workouts, the supplement claims to support hydration, energy and muscle function.
“Most electrolyte drinks are formulated for athletes mid-workout, with high sodium loads and added sugar,” said Oliver Amdrup-Chamby, founder and CEO of Puori.
“We wanted something that works for the rest of life—before your first coffee, during travel or on a hot day. Electrolytes+ is clean, balanced and built around minerals the body actually absorbs and uses.”
The product continues Puori’s focus on transparency across its supplement line. Every batch of Electrolytes+ is third-party tested and certified by the Clean Label Project against more than 200 contaminants, including heavy metals, pesticides and other environmental toxins.
The brand also publishes batch-level test results that are accessible to consumers through scanning a QR code on the packaging or by visiting its website.
Warrior’s Serious Protein
In response to rising whey protein prices, UK sports nutrition brand Warrior launched a line of “more affordable” protein powders called Serious Protein, which costs £12.50 (US$ 16.80) per 500 g tub (16 servings).
The new formula combines soy protein isolate, skimmed milk powder, casein and glutamine peptides, with no added sugar.
According to the brand, the soy protein isolate scores 1.0 on the PDCAAS (Protein Digestibility-Corrected Amino Acid Score) scale, which is equal to whey and casein.
Serious Protein is meant to offer a wallet-friendly way to hit protein goals, giving consumers and retail partners more options as demand for protein shows no sign of slowing down.
“We wanted to create a protein powder that delivers on the fundamentals consumers are looking for, which is high protein content, great-tasting flavors and an accessible price point,” said Kieran Fisher, founder and CEO of Warrior.
“There’s no avoiding the fact that the cost of whey has increased globally due to high demand, so we’ve looked at how we can offer consumers an accessible alternative without compromising on the things that matter.”
Myprotein’s Clear Whey Protein Water
Best known as the company behind beverage brand Vimto, Nichols collaborated with THG, owner of Myprotein, to launch Clear Whey Protein Water in September this year.
The two companies started their partnership in 2021, when Myprotein first licensed the Vimto brand for its Vimto Clear Whey Protein range.
The new ready-to-drink (RTD) range seeks to tap into rising consumer demand for functional beverages that combine refreshment, taste and nutritional benefits. Each serving is sugar-free, low-calorie, and contains 15 g of clear whey protein, delivering all essential amino acids.
Available in two flavors (Vimto and Raspberry Lemon), the product positions itself as a lighter and more refreshing way of adding protein into the daily diet, compared to traditional milk-based protein drinks.
Andrew Milne, CEO of Nichols, described functional drinks as one of the most exciting areas of growth at the moment.
“By combining Myprotein’s credibility in sports nutrition with Nichols’ soft drinks expertise, we are incredibly excited by this launch, which we believe gives retailers a strong and differentiated opportunity to tap into the growing demand for health-led drinks,” he said.
FUJIMI’s Clear Protein
On June 1, FUJIMI added a new apple-flavored variation to its Clear Protein series, a range introduced last year as a refreshing, juice-like alternative to heavy, milky protein shakes.
“It dissolves quickly in water with just a few shakes in a shaker and is designed to prevent clumping,” the brand stated. “Each serving contains approximately 82 kcal, making it great not only as a meal replacement, but also as a relaxing treat or a guilt-free reward when you crave something sweet.”
Built around whey protein isolate, it claims to provide the muscle-recovery and tissue-building benefits of traditional protein but in lighter, fruity flavors such as Clear Lemonade.
MuscleBlaze’s Creatine Chews
In June, Indian sports nutrition firm MuscleBlaze introduced a range of chewable creatine tablets to the market after creatine overtook whey protein as the company’s largest SKU in sales volume over the past two years.
Each individually packed tablet provides 1 g of creatine. Aligned with the Food Safety and Standards Authority of India’s (FSSAI) guidelines, the daily recommended dosage by MuscleBlaze is three chews.
Designed to support lean muscle mass as well as increase strength and power, the tablets seek to attract users beyond gym-goers.
Kaustuv Paliwal, senior vice president of MuscleBlaze, noted that the company hopes to raise greater awareness of creatine’s potential effect on cognitive health—an area that Indian consumers are increasingly learning about—and expand creatine’s appeal through a more user-friendly format.
“People are recognizing the importance of, or are feeling the importance and effects of creatine on lifestyle and cognitive health… These consumers may not be very comfortable with taking creatine in the powder format as compared to gym-goers, where powder creatine is the norm,” he said.
Optimum Nutrition’s Clear Whey
Optimum Nutrition launched Clear Whey Protein in the UK, adding to its broader portfolio of clear protein products, including Clear Protein Collagen, Clear Plant Protein and Protein Water.
The rollout highlights a booming sub-category designed to seamlessly integrate lighter, water-based protein products into everyday consumer routines.
Available in blackcurrant, mango or passion fruit flavors, each serving of Clear Whey Protein delivers 20 g of whey protein isolate, zero fat, low lactose (0.2%) and zero sugar.
In its launch announcement, the company stated that the product could create more opportunities for people to consume protein throughout 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,” said Simon Breakell, head of brand for the UK market at Optimum Nutrition.
Prime’s Shake + Creatine
Viral beverage brand Prime, co-founded by American influencer and entrepreneur Logan Paul, announced earlier this year that the company had become “the first” to create a RTD shelf-stable product where the majority of creatine does not degrade.
Prime’s Shake + Creatine contains 32 g of protein and 3 g of creatine monohydrate, which the brand says is a clinically studied daily amount to support strength, performance, and recovery.
The creatine monohydrate is derived from the company’s proprietary CreaShield technology, which prevents creatine from breaking down and keeping it stable in liquid over time.
The drink is made using a “lactose-free, ultra-filtered milk base” and comes in vanilla, cookies & cream and chocolate flavors.
It is marketed to support both sports performance and cognitive function, with Paul stating that the combination of creatine and protein can lead to “more reps, more strength, faster recovery, improved focus, mental fatigue and memory.”
Key takeaways
• Sports nutrition is becoming everyday nutrition. Consumer profiles become more varied, with users expanding from athletes to anyone who wants to maintain stamina and muscle.
• Muscle building is no longer the only goal. Sports nutrition users are now not only looking to build muscles, but also to relieve fatigue, improve recovery, maintain body composition and more.
• Consumers seek additional benefits. Non-whey and non-amino acid options like probiotics can cater to a wider audience while providing additional benefits such as delaying exercise-induced fatigue.
• Brands are launching easy-to-adopt formats to expand customer base. Product formats have moved from protein shakes and bars to ready-to-drink functional beverages and chewables.
• Democratizing protein. Brands are breaking the stereotype of protein being delivered in the shake through an increasing number of lighter, water-based products.
• GLP-1 phenomenon presents innovation opportunity. There remains gaps in complementary products that address the needs of GLP-1 users, such as satiety support, muscle maintenance and weight control, although data shows that many have increased supplement use since starting on the course.
