Sports nutrition brand Don’t Quit is recalibrating its protein-centric strategy, announcing today the forthcoming launch of a four-SKU line of Protein Soda in July as well as the closing of a $15 million funding round led by Solyco Capital.
Don’t Quit Protein Soda will be available in two formats: 12 oz. cans (15 grams protein, 60 calories) and 16 oz. cans (20 grams protein, 80 calories), both with zero grams of sugar. The line is launching online exclusively with Walmart.com and at retailers like Albertsons, Safeway, Acme, Shaws, Jewel-Osco and CVS (two SKUs in 950 doors) starting July 1.
The innovation comes after a critical development period for Don’t Quit. Since entering the market in 2020, the L.A. Libations-backed and Keurig Dr Pepper (KDP) distributed company has released products ranging from meal replacement shakes to clean energy drinks.
But according to CEO Mark French, a recent successful pilot program for Don’t Quit’s three-SKU line of protein shakes (33 grams of protein per 12 oz. bottle) in Southern California with key partners like 7-Eleven and Albertsons has helped to confirm its identity as “a protein-forward brand.”
“We are laser-focused on delivering healthier, clean, great tasting protein in a variety of different formats,” said French.
To that end, Don’t Quit Protein Soda is positioned as a way to get ahead of the protein-in-everything trend and broaden the total addressable market with something that can complement the existing shakes, French explained, while also catching some tailwinds from the exploding “modern soda” trend.
That’s reflected in the adherence to classic soda flavors — Orange, Root Beer, Fruit Punch and Grape at launch, with Cola, Cherry Cola and Cream Soda to come — but also has implications for in-store merchandising, use occasions and overall perception.
“We view this as something you could drink anytime, that you could drink with lunch or dinner,” said French. “It just has a lot of versatility.”
And, similar to modern soda leaders Olipop and Poppi, Don’t Quit’s two sizes are expected to play different roles within the retail mix: while the 12 oz. cans will serve grocery partners like Albertsons priced at $2.99 each, the 16 oz. will go to c-stores for $3.49. Although Keurig Dr Pepper (KDP) remains a minority investor in Don’t Quit, the sodas will be moving through broadliners UNFI and KeHe.
“It’s a soda that has a functional component, and I think that’s where this category is going — what else can we offer to a consumer that is value-added?” said Chad Cunningham, SVP of operations and product development. “In this case, we’re giving them what is the number one trend in functional beverage right now.”
Protein Bubbles Up (Again)
Don’t Quit’s entrance into the protein soda stakes comes as the niche category is, amidst overall rising interest in protein, experiencing something of a revival.
Former Olympian David Jenkins was an early player in the segment with his company NEXT Proteins, which marketed a carbonated protein drink called Xapp in the early 2010s that was pitched as a proof of concept for a patent. Jenkins later returned to the category in 2018 with Fizzique, a line of sparkling water containing 20 grams of protein per 12 oz. can. That brand was acquired by GenTech Holdings in 2021.
As sports nutrition brands evolve into broader lifestyle platforms tied to health and wellness, several are seeing carbonated protein drinks as a way to link the two sides of the spectrum.
Rising energy player Bucked Up introduced its sparkling clear protein drinks (25 grams protein, 100 calories per 16 oz. can) in four flavors in March, while names like Protein Pop and Genius Gourmet — each with drinks featuring 20 grams of whey protein per 12 oz. can — are also in the mix. There’s also California-based Vuum, which debuted last year and adds 135 mg of caffeine to go along with the 10 grams of pea protein in each 12 oz. can.
Don’t Quit Protein Soda is being produced by MacroCap Labs, a Florida-based copacker and the parent company of Nutrakey, REPP Sports, RAZE Energy and GPOP Foods.
Note: A previous version of this story indicated that 7-Eleven will be launching the product on July 1. The article has been updated.