# Hydrating Protein-Packed Drinks The New Upbeat Protein Drinks Have a Clear Formulation By Michael Hemsworth | Published 2022-07-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/upbeat-protein-drinks References: [foodbev](https://www.foodbev.com/news/upbeat-launches-clear-whey-isolate-protein-drinks/) & [upbeatdrinks](https://upbeatdrinks.com)  These new [Upbeat](https://www.trendhunter.com/trends/protein-energy-drink) Protein drinks are a new offering from the UK-based beverage brand to provide consumers with a functional option when looking to hydrate. The drinks include the Protein Hydration and Protein Energy lines, which are both characterized by their [clear whey isolate formulation](https://www.trendhunter.com/trends/myprotein-clear-whey-splash-of). The [Protein Hydration drinks](https://www.trendhunter.com/trends/clear-protein-hydration) come in Zesty Orange and Mixed Berry flavors, while the Protein Energy comes in a Tropical Flavor. Athletes and health-conscious consumers alike will enjoy 10-grams of protein in the Protein Hydration Drinks, while the Protein Energy drinks have 15-grams of protein. CEO Mark Neveille spoke on the new Upbeat Protein drinks saying, "We are incredibly excited to launch the UK’s first clear whey isolate bottled drinks. As a world leader in clear whey protein for over a decade, we make advanced protein technology accessible to all.” ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 87% | Activity: 94% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Functional Hydration:** There is an opportunity to capitalize on the demand for functional beverages with hydration benefits. - **Clear Formulation:** The trend towards clear formulations in protein drinks presents an opportunity for innovation in product development. - **Protein Energy Drinks:** There is a growing demand for high-protein energy drinks that cater to health-conscious consumers and athletes. ### Where This Applies - **Sports Nutrition:** There is an opportunity to introduce new high-protein hydration drinks geared towards athletes in the sports nutrition industry. - **Functional Beverages:** New product development in the functional beverage industry can focus on hydration as a benefit, in addition to other functional ingredients. - **Beverage Manufacturing:** The trend towards clear formulations in protein drinks presents an opportunity for beverage manufacturers to innovate in product development and formulation. ## Related on Trend Hunter - [Sour Protein-Rich Refreshments](https://www.trendhunter.com/trends/protein-energy-drink.md) - [Protein-Packed Energy Drinks](https://www.trendhunter.com/trends/clear-protein-energy.md) - [Fruit-Forward Protein Refreshments](https://www.trendhunter.com/trends/myprotein-clear-whey-protein-drink.md) - [Juicy Refreshing Protein Powders](https://www.trendhunter.com/trends/clear-whey-protein-powder.md) - [Replenishing Protein Drinks](https://www.trendhunter.com/trends/clear-protein-by-arrae.md) - [Refreshingly Fruity Protein Supplements](https://www.trendhunter.com/trends/clear-whey-protein-isolate.md) - [Refreshing Protein Drinks](https://www.trendhunter.com/trends/protein-pop.md) - [Refreshing Canned Protein Beverages](https://www.trendhunter.com/trends/clear-protein-water.md) - [Protein-Powered Hydration Mixes](https://www.trendhunter.com/trends/clear-protein-hydration.md)