The functional beverage market is evolving fast. Consumers are no longer satisfied with chalky, heavy protein shakes that feel more like a meal than a refreshment. Instead, they want something light, refreshing, and easy to drink. That’s where clear protein beverages step in, and Protein Pop Plus is riding that wave at full speed.
Over the past few years, the ready-to-drink (RTD) protein category has grown rapidly. According to industry trend reports and retail data, high-protein beverages are among the fastest-growing segments in health-focused consumer goods. The demand isn’t just coming from bodybuilders. It’s coming from busy parents, professionals, athletes, and even everyday shoppers looking for smarter drink options.
Traditional shakes often come with a thick texture and dairy-heavy taste. While effective, they can feel filling or even uncomfortable for casual consumption. Many consumers now want:
Clear protein drinks solve many of these pain points.
Carbonated functional beverages are trending. People enjoy soda,but they want healthier alternatives. The idea of drinking protein in a soda-like format feels modern, convenient, and fun. This shift has opened the door for products that blend performance nutrition with mainstream beverage appeal.
Protein Pop Plus is a carbonated, clear protein drink developed by Rise Wellness, a wholly owned subsidiary of USANA Health Sciences. It delivers 30 grams of protein in a 12-ounce can and is positioned as a refreshing alternative to traditional protein shakes.
Nutritional Profile and Ingredient Breakdown
The formula includes:
This combination is designed to offer both muscle-supporting protein and collagen-related benefits, such as skin and joint support.
30g Protein Explained
Thirty grams of protein per serving is considered high for an RTD beverage. For reference, most clear protein drinks on the market offer around 20–22 grams. The addition of collagen peptides is notable because it adds functional appeal beyond muscle recovery.
Whey isolate is known for its fast absorption, while collagen peptides provide structural amino acids. Together, they create a dual-purpose formula.
Zero Sugar and Sweetener Strategy
The brand emphasizes that the drink contains no artificial sweeteners. This differentiates it from many competitors that rely on sucralose or artificial additives. Instead, the product aligns with the “clean label” movement that consumers increasingly demand.
One of the biggest headlines surrounding Protein Pop Plus is its expansion into Costco warehouses nationwide.
Availability Across U.S. Warehouses
Reports indicate that the product is available in a 15-pack variety format across hundreds of Costco locations in the United States. While exact store-by-store confirmation may vary, Costco’s official product listings confirm the item’s presence on its platform.
Why Costco Validation Matters
Getting into Costco is not easy. The retailer is known for:
If a product performs well in Costco, it often signals strong consumer demand and operational scalability.
The clear protein category is growing but still relatively niche compared to creamy RTDs.
How Protein Pop Plus Stands Out
Its differentiation lies in three main pillars:
While other brands offer clear protein drinks, the specific combination of high protein plus collagen in a carbonated format is less common.
Competing Brands in the Category
Several brands offer:
However, not all combine carbonation, high protein, and collagen in a single product.
The Business For Home article labeling this launch as a “Press Release” is important context. Press releases are company-issued announcements and should be viewed as marketing communications unless independently verified.
Independent Verification Through Costco Listings
Costco’s product page confirms:
This supports several factual claims made in the release.
Reviewing the “Only in the Market” Claim
The statement that it is “the only clear protein drink” with a specific feature set should be treated as a positioning claim. While it may be accurate within a narrow definition, competitive analysis across the entire RTD market would be required for absolute confirmation.
The product targets a broad demographic.
Fitness Enthusiasts and Busy Professionals
The soda-like experience makes it approachable even for those who dislike traditional shakes.
Functional Beverage Trend Alignment
Consumers increasingly prefer beverages that do more than hydrate. Protein, collagen, and clean ingredients align with modern expectations.
USANA has historically operated in the direct selling space. Expanding into retail through Rise Wellness signals diversification.
Retail Diversification Beyond Direct Selling
Moving into national retailers reduces dependence on distributor-driven sales and opens new revenue channels.
Investor Perspective and Growth Signals
From a financial standpoint, warehouse club penetration can:
Retail expansion often serves as a growth catalyst.
competitive price-per-unit economics.
Warehouse Pricing Variability
Prices can fluctuate due to:
Cost Per Gram of Protein Analysis
When evaluating value, dividing the total price by the total protein grams offers a clearer picture. A 15-pack delivering 30g per can provides 450 grams of protein total per case, an important metric for comparison.
No product expansion is without risk.
Ingredient Sourcing and Margin Pressures
Whey isolate and collagen peptides can fluctuate in price due to supply chain changes. Maintaining margins at warehouse pricing requires efficiency.
Consumer Retention and Product Velocity
Costco closely monitors:
If performance slows, shelf placement may be reconsidered.
The expansion of Protein Pop Plus into Costco represents more than just a product launch; it signals a shift in how protein beverages are consumed and marketed. By blending high protein content, a refreshing carbonated format, and clean-label positioning, the product aligns with strong consumer trends.
While some claims originate from company-issued releases and should be interpreted carefully, independent verification through retailer listings confirms many core facts. The true test will be long-term retail velocity and repeat purchases.
If consumer demand continues rising and operational execution remains strong, this product could solidify its place as a meaningful player in the evolving functional beverage market.
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