Although protein drinks previously were associated with bodybuilders and workout occasions, mainstream consumers now are seeking protein-enhanced products. In fact, 63 percent of surveyed shoppers say they look for protein content when choosing foods and beverages, and 72 percent of consumers indicate that the protein content of foods and beverages is either somewhat or very important, according to Brooklyn, N.Y.-based Virginia Dare’s 2014 Consumer Protein Survey.
To keep up with this protein trend, New Whey Nutrition LLC, Oviedo, Fla., released its first mainstream protein beverage, NuAquos, in mid-2013.