Protein2o Unveils Brand Revamp and Adds New Protein Water Flavor

Protein2o has unveiled a contemporary brand revamp and complete reformulation to 100 percent whey protein isolate. 

The package refresh was led by New York-based design agency Flood Creative, responsible for iconic brands like FUZE, Body Armor and NOS Energy. Flood designed the new brand identity to appeal to the mass consumer with a cleaner aesthetic, more pronounced fruit imagery and bold nutrition callouts.   

“Every aspect of the new package design was backed by consumer research surveys we conducted throughout each phase of this project,” says Robert Kral, vice president of marketing and procurement for Protein2o. Kral says that in addition to protein content, respondents viewed sugar, calorie and carb content as the most compelling aspects of the drink. The feedback led to the bold nutritional callouts on the front panel along with an added focus on fruit imagery and more sophisticated flavor names.  

The innovations reflect the brand’s new tagline, “The Lighter Side of Protein” and will be backed by a new marketing campaign centered on the messaging “Packed with Protein. Not Calories.”   

Along with the new look, Protein2o has revamped their formulas and transitioned to a new custom Amcor PowerFlex bottle. The drinks are now made with 100 percent ion exchange whey protein isolate. 

The company added a fifth flavor to the lineup, Tropical Coconut with a hint of pineapple, and the improved flavor profiles resulted in amped up flavors. The products are also now preservative free and Certified OU-D Kosher.

“We’ve previewed the new product innovations to many of our key retail customers over the past several months and the response has been overwhelming,” says Brian Stuckelman, vice president of sales for Protein2o. “There’s a lot of excitement from Buyers who see protein waters as expanding their category to consumers who are interested in protein; there is a general consensus that the new branding and flavor profiles will be widely accepted by veteran and first time protein consumers alike.” 

The revamped line is now available at select retailers, and Protein2o will continue to rapidly expand availability over the next two months.