Oshee’s sister brand Eatyx released the 330ml Eatyx Protein Shake, a milk-based ready-to-drink beverage with 25g of complete protein. The formulation is made with milk concentrate and skimmed milk, naturally supplying both casein and whey, and available in Vanilla and Chocolate flavors.
The drinks are lactose and gluten-free, offering a convenient option for consumers seeking an easy way to add protein to their routines. With relatively low fat and a range of flavors, the product illustrates an opportunity for brands to incorporate added wellness benefits into everyday drink formats.
For consumers, it offers a convenient way to add complete protein to everyday routines in a familiar, ready-to-drink format, making staying on track with dietary goals more achievable.
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What's Driving This Trend
- Lactose-free Protein Drinks
- Milk-based formulations that remove lactose broaden functional beverage appeal for consumers seeking digestive comfort without sacrificing complete protein.
- Everyday Wellness Beverages
- Ready-to-drink formats are turning routine refreshment occasions into nutrition moments through added protein, lower fat, and familiar flavors.
- Complete Protein Convenience
- Portable shakes with casein and whey reflect rising demand for simple nutrition solutions that fit fitness, weight management, and busy lifestyles.
Who This Affects Most
- Functional Beverages
- The category is evolving as brands combine indulgent taste profiles with targeted health attributes in accessible single-serve formats.
- Dairy Products
- Traditional milk ingredients are being repositioned through lactose-free processing and protein-forward branding to reach modern wellness consumers.
- Sports Nutrition
- Mainstream protein shakes are expanding beyond gyms as complete-protein products become part of daily meal supplementation and lifestyle routines.
