For Goodness Shakes has launched a new high-protein variant to its range of fitness drinks.

The company claims For Goodness Shakes Protein is a cheaper alternative to other RTD protein shakes offered by fitness brands. It contains 25g of natural whey and casein protein (rsp: £2.49 for a 500ml bottle).

It is rolling into Morrisons, Waitrose and Boots and Shell forecourts now. “This is the first time protein shake users will be able to walk into a high street store or supermarket and pick up a lean protein shake with lunch or after the gym,” said For Goodness Shakes marketing director Alex Brooks.

A multimedia marketing campaign will follow in the summer, including TV, outdoor, press digital activity and sampling.

The Protein variant follows a number of dairy drink launches that use their high protein content as a USP.

Next month, Volac will launch its whey-based Upbeat drink and this week, Arla started rolling out Wing-Co, which contains 40% more protein on average than rival chocolate milks.