Optimum Nutrition has launched its Clear Whey Protein in the UK, expanding its clear protein product line, which also includes Clear Protein Collagen, Clear Plant Protein, and Protein Water. These products are designed to look and taste like fruit juices or sports drinks, offering a lighter alternative to traditional protein shakes.
Available flavors include blackcurrant, mango, and passion fruit, each delivering 20g of whey protein isolate, with zero fat, low lactose, and no sugars. Nick Morgan from Nutrition Integrated noted this product aims to “democratize” protein consumption, positioning it for various occasions, such as post-workout or on-the-go.
The clear protein market is rapidly growing, attracting attention from many companies. Morgan emphasized that clear proteins are successfully targeting lifestyle performance consumers, rather than focusing solely on muscle building. Simon Breakell from Optimum Nutrition highlighted their efforts to create an appealing flavor profile while ensuring clarity and mixability, allowing for potential collaborations with popular drink brands.
Overall, the clear whey protein category appears to be gaining traction, offering more flexibility and opportunities compared to traditional whey products.
