Soft-drinks business Nichols is launching protein waters through a tie-up with the MyProtein brand owner THG.
The companies will roll out MyProtein Clear Whey Protein Water in September in two flavours – Vimto and Raspberry Lemon – with a recommended selling price of £2.99 ($4) for 500ml.
Nichols will manufacture and distribute the range across the UK under a multi-year licensing agreement with THG.
In a statement, the owner of the Vimto brand said the drinks are “designed to tap into growing consumer demand for health, wellness and functional beverages”.
The beverages are sugar-free, low in calories and are said to contain 15g of clear whey protein, along with "all essential amino acids".
They are also said to provide "a lighter, more refreshing and great-tasting alternative to traditional milk-based protein drinks".
Citing data from market research firm Kantar, Nichols said protein has been identified as "the most sought-after functional ingredient across all demographics".
The companies have worked together since 2021 when THG licensed the Vimto brand for its MyProtein Vimto Clear Whey Protein powders.
Nichols also has a similar agreement with Applied Nutrition, selling the firm its Vimto flavour to use in hydration tablets and sports gels.
In the statement, Nichols CEO Andrew Milne said: “Functional drinks are currently one of the most exciting growth areas in soft drinks, as consumers increasingly look for products that combine great taste, refreshment and added benefits.
“Myprotein Clear Whey Protein Water has been developed to meet that demand, offering shoppers a lighter and more refreshing way to add protein into their day.”
The group is in "the final stages" of securing listings, Nichols CFO Matthew Rothwell told Just Drinks today (13 July). He said the business would be targeting sales of the protein water products at "large retailers" as well as foodservice and cash-and-carry outlets.
"We're not granting exclusivity because we want to hit large parts of the market but we anticipate most major retailers in the UK will want this product and it won't just be things like supermarkets," Rothwell added.
The agreement with THG is valid solely for distribution in the UK at the moment.
Rothwell did not rule out further expansion down the line. "We may extend into other international territories but, for now, it's a UK-only product," he said.
When asked how the group believed it could compete with other protein waters and the broader functional drinks market in the UK, Rothwell said the business has "the distribution that others can't rival".
He added: "We've then combined it with two really great brands. A lot of those protein waters don't have an incredible protein brand behind it, like MyProtein, and a drinks brand like Vimto that that can deliver a flavour that is unrivalled and is quite unique.
"We think the combination of THG and MyProtein's credibility in protein combined with Vimto flavour and then our ability to distribute the product should give it immediate credibility on-shelf. That is very difficult for a lot of rivals to compete with."
