Could protein soda be the next big beverage-as-fashion accessory?
Since the beginning of the year brands like Bucked Up, Don’t Quit!, Genius Gourmet, Protein Pop and Clean Simple Eats have all entered the carbonated protein soft drink market to meet the seemingly insatiable demand for the macronutrient.
Vy Cutting, founder and CEO of U.K.-based Feisty Soda – and a former fashion designer – believes there’s an opportunity not only to play to the high protein diet trend, but to forge a real connection with female consumers. She is bringing that viewpoint to the emerging CPG category and getting ahead of a market that has traditionally focused its energy on male consumers.
Much in the same way that Celsius and Alani Nu opened up energy drinks by zagging away from the hyper-masculine marketing of traditional energy brands, Cutting feels the bulk of protein brands have also historically leaned heavy on aggro, male-minded marketing, leaving women without a brand to connect with on a personal level.
“Back in 2022, I remember going to the health food stores here [in the U.K.] and all the protein supplements were very much still catered for the gym bros – the athletes,” she said. “I felt like the female wellness category was so underrepresented.”
Her philosophy isn’t far off from that of Michelle Cordeiro Grant, CEO of energy drink brand Gorgie. Cordeiro Grant also happens to be a fashion industry vet who has similarly sought to position her drink as both a functional tool for consumers and a female-facing fashion accessory.
While it took decades for energy drinks to embrace gender neutrality, Feisty is looking to establish the nascent protein soda set as a space for women early on, while also taking a healthy dose of inspiration from functional soda pioneer Poppi to guide the approach.
Feisty’s sodas come in three flavors – Green Apple and Lime, Sour Cherry Blackcurrant and White Peach Nectarine – with each 330mL can containing 10 grams of protein and about 2 to 3 grams of sugar.
Cutting said she believes the U.K. protein market is about “five years behind” the U.S., but the trend is catching up. Still, five years is a long time and it’s a big part of why Feisty is moving swiftly on a stateside debut.
“I see the girls on TikTok holding a Poppi like an accessory,” she said. “I see this the same. I’m chasing that same customer.”