Suja Organic is going back into protein, today announcing the launch of a line of plant-based Organic Protein Shakes.
Available in three flavors at launch – Vanilla Cinnamon, Chocolate and Coffee Bean – each 12 oz. shake delivers 16g of plant-based protein derived from peas, rice and hemp. The drink’s other ingredients include almond milk, coconut cream, acacia fiber, iron, calcium, potassium and vitamins A, B, C, D and E.
Suja’s Organic Protein Shakes will be available for purchase at all 1,800+ Target locations nationwide for $4.99 per bottle and are now available on Target.com.
According to Shannon Murray, director of innovation at Suja, the launch of the protein drink line enhances the company’s channel strategy within the NHB category, emphasizing Suja’s brand ethos of making “transparent nutrition from nature” more accessible.
“This move is pivotal in expanding our footprint in the health-conscious consumer market,” Murray told BevNET via email. “We are not just offering a new product; we’re introducing a new use case, broadening the ways in which our customers can integrate Suja products into their daily lives.”
The new product line’s debut comes over a year after Suja acquired Vive Organic, a move intended to help the brand become a key stakeholder in the 2 oz. shots space. Per terms of the transaction, Suja and Vive continue to act as separate brands under the same parent organization.
At the time of the deal, Suja CEO told BevNET that the combined company would control over half of the U.S. cold-pressed juice shot market. With its newest innovation, the brand is seeking to establish an equally strong foothold in adjacent categories.
“The launch of our new protein drinks is a significant milestone in Suja Organic’s journey, aligning perfectly with our overarching growth strategy, particularly in the wake of our acquisition of Vive Organic,” said Murray. “This introduction is an expansion that is a testament to our commitment to providing transparent, organic nutrition from nature to our consumers.”
According to market researcher Fortune Business Insights, the U.S. protein supplement market size is projected to reach a valuation of $16 billion by 2029, exhibiting a CAGR of 10.26%. That’s likely due, in part, to protein drinks adopting other on-the-go use cases outside of traditional post-workout recovery.
And while consumer demand may still be strongest for animal-based protein products, plant-based protein is still a rising market. Competitors also vying for a share of the segment include Koia, which crossed the $100 million threshold last year, OWYN, which has grown from a DTC upstart to an $85 million omnichannel giant, Ripple, which recently brought in $49 million in new funding, and PepsiCo’s Evolve, which debuted a new brand identity and reformulated products in 2022.
“The introduction of [our] protein drinks opens a wide array of new business opportunities for Suja Organic, allowing us to tap into the rapidly expanding market for plant-based protein,” said Murray. “As consumer interest in plant-based nutrition continues to grow, our entry into this sector positions us well to meet this increasing demand.”
According to Murray, the ultimate goal of expanding Suja’s portfolio is bolstering the brand’s presence and impact in the health and wellness industry. Suja’s entry into the protein sector not only positions the brand to meet consumer demand in plant-based protein, she said, it also paves the way for cross-promotional initiatives with its existing product lines.
Looking ahead, the company plans to continue developing a more comprehensive portfolio under the Suja Life platform, with the protein shakes having “reaffirmed [its] dedication” to innovation.
“This move represents a strategic evolution in our product offering, bolstering our presence and impact in the health and wellness industry,” said Murray.