Upbeat has expanded its portfolio of functional soft drinks with a lineup of protein water.
Spring Water Enriched with Protein & Vitamins is flavoured with real fruit, with each 100ml containing 2.4g of whey protein and 11kcals. Enriched with essential vitamins and with no added sugar, its two variants, Summer Lemon and Blueberry & Raspberry, have an rsp of £1.79 for 500ml.
The new duo “may be seen as the first mainstream ‘juice drink plus’ product to enter the market” said Upbeat. It offered “enriched hydration, which supports strength, energy and mental performance”.
The aim of the launch was to satisfy demand for “nutritional and affordable health drinks”, the brand added. “Protein drinks have focused on niche fitness and body composition consumers, but, as awareness around the nutritional, everyday benefit of protein increases, the consumption and demand for protein in beverages will grow rapidly across mainstream consumers.”
Spring Water Enriched with Protein & Vitamins arrives into a buoyant flavoured water market. Supermarket shoppers took home an extra 33.5 million litres last year, pushing value sales of still and sparkling up 11.1% and 11.9% respectively to a total of £211.9m [Kantar Worldpanel 52 w/e 5 November 2017].