Supreme News

Juicy Protein delivers more protein per 100ml than any other protein juice or water on the market right now, giving retailers a clear point of difference in a fast-growing category. Its light, fruity taste broadens appeal beyond traditional RTD protein consumers, driving incremental sales and wider basket appeal.

Juicy Protein will be available in a range of fruity flavours, in both Can and Bottle formats designed for all occasions. With great taste, high protein, and a competitive RRP, Juicy Protein makes premium nutrition simple, refreshing, and accessible.

Juicy Protein combines premium formulation, strong consumer appeal, and retailer-ready packaging to deliver a product that stands out both on the shelf and in performance. It represents the next stage of growth in functional drinks, providing real value for consumers, retailers, and investors alike.

Functional drinks is one of the fastest growing sectors of sports nutrition, up 20% year on year*, with hydration products growing an exceptional 210%*. Supreme is meeting this demand head on with Juicy Protein: a refreshing protein drink with up to 35g of clean collagen protein per serving.

Designed for today’s health-conscious consumer, Juicy Protein demonstrates how Supreme continues to evolve with market trends.

Backed by the expertise of SCI-MX, Juicy Protein combines Supreme’s vision for innovation and specialism in sports nutrition to deliver a product that is packed with protein, made with real fruit juice, and built around flavour as much as function.

For retailers, Juicy Protein offers a product that not only delivers on consumer demand but also drives value in store.

• Category Growth: Positioned in the rapidly-expanding functional drinks market, capturing both sports nutrition and soft drink shoppers.
• High Repeat Purchase: Benefits of Protein and Collagen require consistent use, encouraging regular consumer purchases and brand loyalty.
• Incremental Sales: Broadens appeal beyond gym goers, attracting everyday health-conscious consumers, driving wider basket spend.
• Standout Shelf Presence: Bold packaging, fruity flavours, and clear protein messaging make it easy to spot and easy to sell.

Consumer preferences are changing. More people want light, great tasting alternatives to traditional protein shakes. They are looking for products that not only deliver on nutrition, but also fit into busy, on-the-go lifestyles.

Supreme has seen this increase in demand, and Juicy Protein answers this with a convenient, ready-to-drink format that combines high protein content with a refreshing, juice taste. And with a price point in line with soft drinks, it is a product that feels as easy to buy as it is to enjoy.

Crucially, Supreme has specifically designed Juicy Protein for a wider audience, not just gym goers: from active professionals to everyday health-conscious consumers, this product range aims to make high-protein products approachable to all.

Collagen has quickly become one of the most in demand functional ingredients, moving from niche wellness into the mainstream. Consumers value it for its links to joint health, skin vitality, and overall wellbeing, and for being a clean, premium source of protein that fits modern lifestyles.

For retailers, collagen products offer more than just standout innovation. They deliver built in repeat purchase potential. Due to the fact that collagen’s benefits are achieved through consistent use, consumers are more likely to make Juicy Protein a regular part of their daily routine. That means stronger loyalty, bigger basket spend, and a product that delivers consistent sell-through.

Juicy Protein is a clear signal of Supreme’s commitment to creating premium, multifunctional products with great taste and superior protein content, all delivered at a soft drink price point that makes them accessible to all.

In today ‘s a competitive market, packaging matters as much as performance. Supreme has developed Juicy Protein with a bold, fun, and refreshing aesthetic that stands out on the shelf. Bright, fruit inspired colours, bold typography, and a clean design highlight its light and juicy positioning, making it as visually appealing as it is functional.

Juicy Protein seeks to disrupt protein drinks market by challenging category conventions with packaging that is playful, modern, and impossible to miss. With its great taste, high protein content, accessible price tag, and standout shelf presence, Juicy Protein is here to announce its position within the growing functional drinks market.

Supreme takes a confident step forward into this high growth functional drinks market with Juicy Protein, producing everything at our own bottling facility, Clearly Drinks – an onsite spring water source production site located in Sunderland, UK.

By bottling directly at source, we can reduce transport miles and environmental impact, making sustainability part of the product story. This core selling point enhances its appeal to a broader audience, opening the door to everyday consumers who wish to prioritise ethical and responsibly made products.