Protein2o Announces New Formulations, New Packaging & New Marketing Campaign to Deepen Its Roots with the Fitness & Athlete Communities

As the protein water market expands by 8.3% by 2033 (*Future Market Insights, Inc), Protein2o, America’s favorite clear protein brand, is set to roll out its first rebrand in eight years with all new packaging and upgraded formula starting in January.  To bolster the brand, Protein2o will launch its new fitness-first next-gen marketing campaign and website, which highlights its protein and hydration positioning. 

Protein2o was originally launched in 2013 by former Walgreens and GNC Executive Bob Kral as a refreshing and unique drink to give athletes and consumers of all lifestyles a delicious, low-calorie protein drink. As consumers’ interest in fitness and protein grew, the brand took off as an alternative to thick, caloric protein shakes. In a continual pursuit to appeal to athletes of all types, Protein2o has enhanced its formula beyond the 15-20 grams of whey protein isolate to include a proprietary blend of 350 electrolytes and 100% Daily Value of Vitamins B5 and B6, which are associated with protein absorption. And as has been the case, Protein2o products contain no sugar and are 90-calories or under. 

“You don’t have to go far to see how consumers’ appetite for protein has grown,” said Andy Horrow, president of Protein2o for the last seven years. “We know that protein is the core ingredient in muscle building and muscle recovery and with this new product formula, we are giving those pursuing fitness goals, a refreshing and delicious drink that delivers two things at once – fast-absorbing whey protein isolate and valuable electrolytes for optimal recovery.”

The bold new packaging (created by Safari Sundays) captures a bold new look that highlights a distinctive “P”, along with colorful fruit flavor visuals and sweat/thirst splash graphics.  Campaign assets will reflect the brand icons like Repair, Replace, Restore, Energize and brand speak such as “Workout Booster,” “Enjoy the Sweat to Greatness,” and “Fit Flavor Zero Sugar Workout Recovery.” 

Protein2o's new look is designed to inspire the active lifestyle," said Rob Kral, Vice President of Product Development at Protein2o. "Our new look is bold, energetic, and designed to grab attention, bringing a splash of color and life to the protein aisle. It’s more than just a makeover; it’s a reflection of our mission to make staying fit and hydrated something to look forward to every day."

Protein2o has long been an under-the-radar brand appealing to a core set of consumers who have discovered the brand on Amazon or on retail shelves. That's about to change with the launch of a new breakthrough campaign (by X&O) that highlights the “2 Things at Once” messaging. 

“I can’t wait for our consumers to experience the energy and excitement behind our new brand videos and the entire suite of creative assets we’re launching!” said Jack Peters, Sr. Brand Manager at Protein2o. “This marks a groundbreaking moment for Protein2o—we’re injecting a fresh, playful approach into our messaging to deepen brand loyalty like never before. Starting in early 2025, you’ll see these bold, creative elements rolling out on Amazon, social, and our website.

Growing demand for ingredients that add value with distinct flavors to the end product in the food & beverage industry is a key driving force in the growth of protein and functional-fitness products.  The global functional food industry has expanded significantly and resulted in a constantly increasing demand for clear protein from fitness enthusiasts, athletes, and people looking to boost their protein consumption while staying hydrated. Sales at Protein2o are exploding, with its top two customers (Amazon and Walmart) growing at 30% and 50% with grocery and gym business growing fast as well. In addition to selling 12-packs, 4-packs and single bottles, the brand is also launching new pack-sizes of its fast-growing whey protein isolate powder sachets this January.

ABOUT Protein2o:

Protein2o is America’s #1 protein hydration beverage, dedicated to offering delicious, refreshing protein drinks to support people in their health and fitness pursuits. Made with 15-20 grams of whey protein isolate, critical electrolytes and no sugar, Protein2o provides a better-for-you alternative to sugary sports drinks and caloric protein shakes. Protein2o is sold at great retailers like Amazon, Walmart, Meijer, Giant and Hy-Vee. 

Amazon.com: Protein2o