What's Happening?
Vital Proteins has expanded into the functional beverage market with the launch of its first ready-to-drink (RTD) product, the Collagen & Protein Shake. This new beverage contains 30 grams of protein and 10 grams of collagen peptides per serving, targeting consumers seeking convenient ways to enhance their daily protein intake while supporting overall wellness. The product is designed to offer benefits for skin, hair, nails, bones, and joints, aligning with consumer preferences for value-added solutions. The shake is available in light chocolate flavor, with no added sugar or artificial ingredients.
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Why It's Important?
The introduction of Vital Proteins' RTD shake reflects a growing trend in the functional beverage market, where consumers are increasingly seeking products that offer both nutritional and beauty benefits. This move positions Vital Proteins to capitalize on the demand for convenient, multi-functional products, particularly among women aged 35 to 54 who prioritize self-care. The launch also highlights the brand's commitment to innovation and adapting to evolving consumer needs. As the market for beauty supplements continues to grow, Vital Proteins' new product could influence future developments in the industry.
What's Next?
The Collagen & Protein Shake is set to launch in Walmart stores nationwide and will be available at Costco in September. Vital Proteins plans to expand distribution to additional retailers later this year. The brand is open to exploring further innovations in the RTD category, guided by market research and consumer insights. This strategic approach may lead to the development of more products that combine beauty and wellness benefits, potentially setting new standards in the functional beverage market.
