The functional beverage industry is entering a new phase as manufacturers develop drinks designed to deliver multiple nutritional benefits in one convenient serving. Protein remains a major selling point, but brands are increasingly combining it with hydration ingredients, dietary fibre and other nutrients to appeal to consumers who want more from their everyday beverages.
The new shape of protein products this is giving new life to the classic protein shake. No longer just a gym staple for gym fanatics and hard gainers, protein drinks are now targeted to on-the-go parents and professionals, as well as everyday consumers looking for a source of food intake between meals. Clearer waters, plant-based protein drinks and high-fibre products are broadening the category, as well as giving new breath to the traditionally thick, milky drinks.
One of the most noticeable developments is the emergence of clear protein drinks that combine muscle-supporting protein with electrolytes. Conventional protein shakes can feel heavy, mainly during warm weather or physical activity. Clear formulations aim to offer a lighter alternative that resembles flavoured water.
Propel Clear Protein is a representation of this in a zero-sugar serving with 90 calories that contains 20 grams of whey protein, three grams of fibre and electrolytes. It is a powder that can be mixed with water and comes in flavours such as Peach Ginger, Watermelon and Apple Pear.
We’re also starting to see this same innovation crop up in India, with brands looking at a protein water fortified with a blend of electrolytes and whey isolate protein. These are meant for the consumer who is seeking hydration and protein but not texture.
But protein water is not necessarily a substitute for regular hydration. Most individuals are able to consume enough fluids with regular water to cover their daily needs, but for prolonged or vigorous exercise, excessive sweating or other circumstances that require higher than usual levels of fluid loss, electrolyte supplements might be more effective.
Fibre is set to become an increasingly valuable addition as consumers seek out products that deliver for digestive health as well as muscle health and fullness.
Optimum nutrition new ready-to-drink shake delivers 30g of protein and eight grams of prebiotic fibre. This product was designed to offer multiple nutritional benefits in a single product to avoid consumers having to buy separate supplements or drinks.
Plant-based is taking a similar path. From plant protein shakes providing 30 grams of plant protein per serve and fibre-focused nutrition from the Silk brand under Danone, to options for those avoiding dairy, protein is providing consumers with another easy way to eat more plant protein.
Drinks with added fibre could be a good way of boosting your intake of fibre if you find it hard to eat enough of this nutrient with your meals, but each drink varies in the types and amounts of fibre it contains. Read the nutrition labels and increase your fibre intake slowly if you’re not used to more.
The food companies are also innovating on how people make and drink the functional drinks. The Quaker Oat Shake & Go, launched in July 2026, is a ready-to-drink bottle of whole-grain oats and protein that can be made by adding liquid and shaking. Each bottle has 15 grams of protein and 23 grams of protein per bottle if mixed with 8 ounces of milk. It also has 16 grams of whole grains and three grams of fibre.
