Protein2o, the US “clear protein” drinks company, has appointed Mark Rappaport as its new chief executive.
Alongside the appointment, Protein2o also announced a new “growth investment” in the business.
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The business did not disclose the total amount raised, its valuation, nor the terms of the individual investment.
In a statement, Protein2o said the new investment will support the company’s “next phase of growth,” including brand building and an expanded innovation pipeline, the statement added.
Rappaport has more than two decades of experience in the consumer sector. Most recently, he was global chief commercial officer at US drinks business Congo Brands, which worked on brands including Alani Nu.
He has also held senior leadership roles at Red Bull, including responsibility for the company’s US business and distribution organisation.
Rappaport said: “Clear protein has immense potential. Protein2o was early to this opportunity and already makes great-tasting products that consumers love.”
Founded in 2013 by Bob Kral and his son, Protein2o built its business around “clear protein” drinks, positioned as an alternative to traditional protein shakes. Its products are sold through retailers and e-commerce platforms across the US.
A Protein2o spokesperson told Just Drinks the company uses whey protein isolate to provide “meaningful” protein in a “light, refreshing, fruit flavoured beverage”.
Its products are “sugar free”, although formulations and sweetener systems vary by product.
Asked about priorities for the first year under the new CEO, the spokesperson said: “Over the next 12 months, we will focus on strengthening the core business.
“We believe clear protein can extend well beyond the formats and occasions where consumers find it today. That creates an opportunity not only to grow Protein2o’s existing business, but also to introduce clear protein to new consumers, occasions, and product formats.”
Protein2o ‘s founders and the wider leadership team will retain “important” roles in the business, the spokesperson added.
