A new ready-to-drink protein water will hit UK shelves in September, blending soft drink production with functional nutrition in a sugar-free, 500ml bottle designed for on-the-go consumption. The beverage represents a deliberate fusion of two industries: the established soft drinks market, known for its mass appeal and convenience, and the rapidly expanding sports nutrition sector, which has increasingly prioritised accessibility alongside performance benefits. By eliminating sugar while maintaining a familiar bottled format, the product aims to bridge the gap between indulgence and health, catering to consumers who seek nutritional value without compromising on taste or convenience.
Clear whey protein water launches in two flavors
Soft drinks manufacturer Nichols has teamed up with sports nutrition brand Myprotein to release a clear whey protein water, available in Vimto and raspberry lemon. The product contains 15 grams of protein and retails at £2.99, positioning it as a mid-tier offering in the functional beverage space. The choice of flavors reflects a strategic effort to leverage brand recognition, as Vimto—a long-standing British favorite—has already demonstrated success in Myprotein’s existing product lines. The raspberry lemon variant, meanwhile, offers a more universally appealing option, potentially broadening the drink’s appeal beyond niche fitness communities.
Officials said the launch responds to rising demand for functional beverages that deliver protein without added sugar, a trend driven by shifting consumer priorities. The removal of sugar aligns with broader health-conscious movements, particularly among younger demographics who increasingly scrutinise ingredient lists. Myprotein’s Vimto line has already expanded into creatine, collagen, and gummies, suggesting consumers are open to familiar flavors in new formats, even when those formats deviate from traditional expectations of what a protein product should look or taste like. This willingness to experiment has allowed brands to reimagine how functional ingredients are delivered, moving beyond powders and shakes to more portable, drinkable solutions.
Neil Mistry, CEO of THG Nutrition, called the drink “an easy, refreshing way to add protein throughout the day.” He described it as more than a product—“a statement of intent” to move into chilled and impulse categories. The emphasis on refreshment rather than performance suggests a deliberate shift in messaging, targeting casual consumers rather than hardcore athletes. By framing the drink as a convenient alternative to water or soft drinks, Myprotein aims to normalise protein consumption in everyday settings, from office desks to commutes, rather than confining it to gym environments. This approach could help demystify protein supplementation, making it more approachable for those who may be intimidated by traditional sports nutrition products.
Manufacturing and distribution handled by Nichols
The partnership leverages Nichols’ nationwide distribution network under a multi-brand license agreement, a collaboration that merges the strengths of both companies. Nichols, with its decades of experience in soft drink production and logistics, will handle manufacturing and delivery, ensuring the product reaches retailers efficiently. Myprotein, meanwhile, retains control over product formulation and branding, allowing it to maintain its identity as an innovator in sports nutrition. This division of labour reflects a growing trend in the industry, where brands specialising in formulation partner with established manufacturers to scale production without sacrificing quality or brand integrity.
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Industry observers note that ready-to-drink protein beverages have grown steadily, with sales rising about 12% annually in the UK over the past three years. The category’s expansion has been fueled by several factors, including the rise of hybrid work models, which have increased demand for portable nutrition solutions. Unlike traditional protein shakes, which often require preparation and are associated with pre- or post-workout consumption, ready-to-drink options cater to time-poor consumers who prioritise convenience. Most competitors still rely on traditional shakes or powders, leaving room for a transparent, water-like alternative that may appeal to those deterred by the thickness or artificial aftertaste of conventional protein drinks.
Whether consumers will adopt a protein drink that looks like flavored water remains an open question. Early feedback from trade buyers has been cautious, though some see potential in gyms and convenience stores where impulse purchases are common. The product’s success may hinge on its ability to stand out in crowded retail environments, where shoppers often make split-second decisions based on packaging and perceived benefits. Retailers may initially stock the drinks in limited quantities, testing demand before committing to wider distribution. If the product gains traction, it could pave the way for similar innovations, such as protein-infused sparkling waters or electrolyte-enhanced variants, further blurring the lines between hydration and nutrition.
Myprotein has positioned itself as the UK’s leading clear whey brand, a claim that hasn’t been independently verified but aligns with its broader push into innovative delivery methods. Clear whey, a relatively new category within sports nutrition, differs from traditional whey protein in its filtration process, which removes fats and carbohydrates to create a transparent, lighter-textured liquid. This process not only enhances the drink’s visual appeal but also reduces the likelihood of digestive discomfort, a common complaint among those who consume conventional protein shakes. The company’s existing Vimto products have performed well, which may help the new water gain traction, particularly among consumers already familiar with the flavor. However, the challenge lies in convincing those outside Myprotein’s core audience—such as casual gym-goers or health-conscious individuals—to view the drink as a viable alternative to their usual beverages.
Retailers are expected to place the drinks in chilled sections, competing directly with vitamin waters and sports drinks rather than traditional protein shakes. That placement could make or break the product, as shoppers often decide on beverages in seconds, often without reading labels. The chilled aisle is a high-stakes environment, where products must immediately convey their benefits through packaging, branding, and shelf positioning. Myprotein’s clear whey water will need to distinguish itself from established brands like Vitamin Water or Lucozade Sport, which have dominated the functional hydration space for years. If successful, the drink could carve out a new subcategory within the chilled beverage market, one that prioritises protein content without sacrificing the refreshing qualities of a soft drink.
The launch comes as protein consumption continues to rise, driven by fitness trends and a growing interest in preventive health. The UK’s protein market has seen consistent growth, with consumers increasingly viewing protein as a essential macronutrient rather than a niche supplement. This shift has been influenced by a combination of factors, including the mainstreaming of fitness culture, the influence of social media, and a greater emphasis on long-term wellness. Still, not all protein sources are equal—some consumers remain skeptical of novel formats, preferring whole foods or trusted powders. The clear whey water will need to overcome this skepticism by demonstrating tangible benefits, such as improved satiety, muscle recovery, or convenience, without relying on the established tropes of sports nutrition marketing. If it succeeds, it could signal a broader evolution in how protein is consumed, moving beyond the confines of gym bags and into everyday life.
