When mixed with water, Splash Of provides 20 grams of protein and under 90 calories per serving with a \u201clight, juicy and refreshing\u201d taste.<\/p>\n
The brand is tapping a global clear whey isolate market which is expected to rise from $456 million in 2024 to over $830 million by 2034, according to recent Research and Markets data.<\/p>\n
Nick Morgan, managing director at Nutrition Integrated, the innovation and strategy partner, revealed that there is a \u201chuge opportunity in the clear whey space due to its broader consumer appeal and refreshing, water-based format\u201d. <\/p>\n
Based on the consultancy\u2019s April 2025 analysis of more than 600 protein brands across Europe, there has been a 50% net increase in clear whey protein products in the last 12 months. In contrast, traditional whey shake formats have remained relatively flat. <\/p>\n
Yet while this net increase sounds impressive, only about 20% of brands offering a whey protein powder also have a clear whey product, so there\u2019s huge potential for innovation and more brands to enter the space, he told NutraIngredients.<\/p>\n
\u201cConsumers are increasingly looking for cleaner labels, better taste and nutritional formats that suit a more casual or lifestyle-oriented approach to wellness.\u201d<\/p>\n
He said the firm is witnessing more creative flavors in this segment with many \u201cfruit-forward profiles, sour or spiced flavors and even cocktail-inspired ones, tapping into the no- and low-alcohol trend.\u201c<\/p>\n
In a first for the UK and EU sports nutrition market, Clear Whey Splash Of combines monk fruit and stevia\u2014two plant based sweeteners. Plus it uses a protein recipe said to reduce acidity and thereby \u201celiminate the aftertaste common in other clear protein products.\u201d<\/p>\n
The line has launched in three light, fruit-inspired flavors: Raspberry and Lemon, Orange and Mango, and Pineapple<\/p>\n
\u201cOver the years, we\u2019ve found that not all consumers enjoy the bold, full flavors common in Clear Whey,\u201d Neil Mistry, CEO of THG Nutrition, told NI. \u201cClear protein has become one of our most successful innovation platforms. Since launch, the range has expanded significantly.\u201d <\/p>\n
The brand now offers more than 20 flavors across multiple formats, including Isolate, Electrolyte, Vegan and now Splash Of. <\/p>\n
\u201cIt\u2019s a major contributor to our protein category and continues to outperform expectations,\u201d Mistry addd. \u201cWith Splash Of, we see an opportunity to drive even more growth by appealing to a new wave of consumers looking for something lighter, more natural and with a more refined flavor profile.\u201d<\/p>\n
Monkfruit extends natural sweetener toolkit<\/p>\n
Recently approved for use in the UK, Mistry said monkfruit has allowed the team to expand its \u201csweetening toolkit\u201d. <\/p>\n
\u201cMonk Fruit brings a sweetness curve that pairs well with Stevia, helping us deliver a cleaner, more balanced flavor,\u201d he said. \u201cIt\u2019s also zero-calorie and doesn\u2019t raise blood sugar levels.\u201d<\/p>\n
He noted that the brand has devoted much attention to understanding how consumers feel about sweeteners through customer feedback and wider category insight. <\/p>\n
\u201cMintel reports that 65% of UK consumers avoid artificial sweeteners and flavors\u2014a trend we see echoed in our own community,\u201c he said. \u201dThat insight was central to how we developed Clear Whey Splash Of.\u201d<\/p>\n
Morgan added: \u201cMyProtein\u2019s sweetener choice in its Clear Whey Splash Of is a great example of product innovation that answers the wants and needs of the consumer and keeps them ahead of the competition.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"When mixed with water, Splash Of provides 20 grams of protein and under 90 calories per serving with…\n","protected":false},"author":3,"featured_media":107460,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[61504,9448,210,1083,61505,61506,1182,61507,9226,67,132,68,11459],"class_list":{"0":"post-107459","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-capsule","9":"tag-fruit","10":"tag-health","11":"tag-medical","12":"tag-mu","13":"tag-nutrient","14":"tag-nutrition","15":"tag-pharmaceutical","16":"tag-treatment","17":"tag-united-states","18":"tag-unitedstates","19":"tag-us","20":"tag-woman"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/114947701084337883","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/107459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=107459"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/107459\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/107460"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=107459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=107459"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=107459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}