Why are protein trend products growing?
Protein-forward drinks and “Brotein” kits lean into a bigger trend
MUG Root Beer is moving further into the protein market with a “Brotein” concept aimed at the same consumer current that has fueled protein chips, collagen supplements, and protein beverages. The push signals that mainstream flavored drinks and familiar indulgent brands are trying to capture demand from shoppers who want more protein as part of their everyday routine.
In practical terms, the development reflects how quickly “protein” has expanded beyond traditional gym staples. Instead of protein being only a standalone category, it’s being used as a value proposition for items people already buy—like soft drinks—by packaging them as both enjoyable and nutritionally functional.
This matters because when a widely distributed brand goes after protein, it can increase shelf competition and drive more experimentation in flavors, formats, and marketing claims across the broader beverage aisle.
How this is showing up in the market
- Flavored snacks and beverages marketed with a protein angle
- Collagen and other protein-adjacent positioning
- Mainstream drink brands trying to reposition offerings for health-focused shoppers
Even with the broader pattern, it’s still important for buyers to compare the specific nutrition facts on any “protein” product—protein positioning doesn’t automatically mean the overall sugar, calories, and ingredients will match every shopper’s preferences.
Overall, MUG’s “Brotein” direction underlines that the protein trend is still active, and brands that historically sat outside sports nutrition are now trying to participate in the category’s momentum.