When blended with water, ‘Splash Of’ supplies 20g of protein and underneath 90 energy per serving with a “mild, juicy and refreshing” style.
The model is tapping the worldwide clear whey isolate market which is anticipated to rise from $456m in 2024 to over $830m by 2034 (Analysis and Markets, June 2025).
Nick Morgan, managing director at Vitamin Built-in, the innovation and technique companion, revealed there’s a “large alternative within the clear whey house attributable to its broader shopper enchantment and refreshing, water-based format”.
Based mostly on the consultancy’s latest (April 2025) evaluation of greater than 600 protein manufacturers throughout Europe, the final 12 months has seen a 50% web enhance in clear whey protein merchandise. In distinction, conventional whey shake codecs have remained comparatively flat.
But whereas this web enhance sounds spectacular, solely about 20% of manufacturers providing a whey protein powder even have a transparent whey product, so there’s large potential for innovation and extra manufacturers to enter the house, he informed NutraIngredients.
“Shoppers are more and more on the lookout for cleaner labels, higher style, and dietary codecs that swimsuit a extra informal or lifestyle-oriented method to wellness.”
He stated the agency is witnessing extra inventive flavours on this phase with many “fruit-forward profiles, bitter or spiced flavours, and even cocktail-inspired ones, tapping into the no- and low-alcohol development.“
In a primary for the UK and EU sports activities vitamin market, Clear Whey ‘Splash Of’ combines monk fruit and stevia —two plant based mostly sweeteners. Plus it makes use of a protein recipe stated to scale back acidity, and thereby “get rid of the aftertaste widespread in different clear protein merchandise”.
The road has launched in three mild, fruit-inspired flavours: Raspberry and Lemon, Orange and Mango, and Pineapple
“Through the years, we’ve discovered that not all customers benefit from the daring, full flavours widespread in Clear Whey,” Neil Mistry, CEO of THG Vitamin, informed NI.
“Clear protein has grow to be one in every of our most profitable innovation platforms. Since launch, the vary has expanded considerably.”
The model now presents greater than 20 flavours throughout a number of codecs, together with Isolate, Electrolyte, Vegan and now ‘Splash Of’.
Mistry added: “It’s a significant contributor to our protein class and continues to outperform expectations. With ‘Splash Of’, we see a possibility to drive much more development by interesting to a brand new wave of customers on the lookout for one thing lighter, extra pure and with a extra refined flavour profile.”
Monkfruit extends pure sweetener toolkit
Just lately accepted to be used within the UK, Mistry stated monkfruit has allowed the crew to develop its “sweetening toolkit”.
“Monk Fruit brings a sweetness curve that pairs nicely with Stevia, serving to us ship a cleaner, extra balanced flavour. It’s additionally zero-calorie and doesn’t increase blood sugar ranges.”
He stated the model has devoted a lot consideration to understanding how customers really feel about sweeteners – by way of buyer suggestions and wider class perception.
“Mintel experiences that 65% of UK customers keep away from synthetic sweeteners and flavours – a development we see echoed in our personal neighborhood. That perception was central to how we developed Clear Whey ‘Splash Of’.”
Morgan added: “MyProtein’s sweetener selection in its Clear Whey ‘Splash Of’ is a superb instance of product innovation that solutions the desires and wishes of the buyer and retains them forward of the competitors.”
