Articles Tagged with ''protein drinks''

Whether they’re used by fitness enthusiasts or as on-the-go meal replacements, protein-fortified beverages are carving out their place in the beverage market.

Nutrié launched its Fuel premium protein shake in 12-ounce Rexam Sleek cans.

Vital Pharmaceuticals Inc. (VPX) relaunched its Protein Rush protein drink with an enhanced formulation and new packaging.

Clif Shot, a brand of Emeryville, Calif.-based Clif Bar & Co., launched two new sports performance drinks: Clif Shot Electrolyte Hydration Drink Mix and Clif Shot Protein Recovery Drink Mix. The introduction of these new products expands the Clif Shot portfolio to provide athletes options for hydration during activity as well as fast-absorbing protein to aid in post-activity recovery, the company says.

Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.

Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.

Cytosport, the Benicia, Calif.-based parent company of Muscle Milk and Muscle Milk Light, launched Muscle Milk Light Peach Mango in 14-ounce ready-to-drink bottles. Peach Mango is the first Muscle Milk Light beverage option to be naturally flavored and sweetened with stevia, monk fruit and cane sugar, the company says.

 Sports and protein drinks are transitioning from being separate categories into one overall sports performance market, experts say.