Sports nutrition brand Kinetica has relaunched its MilkProtein RTD shake in a bid to target the mults and c-stores.

The range’s packaging had been revamped to accentuate its high protein content and natural flavours, and to appeal to a wider customer base, said spokesman Paul Donegan. It had previously been sold only in health shops, gyms and specialist retailers such as GNC (rsp: £2.99).

“While our core sports nutrition market remains an important area of focus, other groups such as women, lifestyle and health-conscious consumers are increasingly relevant,” he added.

“Protein is beginning to challenge more traditional convenience purchases, as consumers become increasingly knowledgeable about its benefits around aiding recovery and replenishment.”