Suja Organic enters protein shakes category

Suja Organic, known for its cold-pressed juice and supplement beverages, is moving into a new segment targeted at athletes and wellness aficionados: ready-to-drink protein shakes.

The plant-based drinks contain 16 grams of protein per bottle — derived from hemp, rice, and peas — and contain a blend of almond milk and coconut cream. The new products are available in three flavors: Vanilla Cinnamon, Chocolate, and Coffee Bean.

Suja’s protein shakes tout clean-label ingredients, including acacia fiber, iron, calcium, and potassium, along with vitamins A, B, C, D, and E.

“Our customers already look to Suja Organic for their nutrition needs and these new protein blends have been meticulously crafted to include protein, vitamins, minerals and fiber for the perfect balance of function and nutrition,” Bryan Riblett, the chief innovation officer at Suja, said in a statement.

The drinks will be available starting this month at Target stores.

Protein shakes have proven to be a lucrative endeavor for sports nutrition and wellness brands. The U.S. protein supplements market is projected to be worth $16.4 billion by 2029, increasing at a compound annual growth rate of 10.2%, according to Fortune Business Insights.

Last week, coffee giant Dunkin’ announced the launch of ISO100 Glazed Donut flavored protein powder made in collaboration with Bellring Brands. PepsiCo-owned Muscle Milk reported 16.9% year-over-year sales growth for its protein shakes and powder last summer.

Suja has benefited from the growth in healthy beverage alternatives in recent years as consumers have moved away from traditional fruit juice. In 2021, it was acquired by private equity firm Paine Schwartz Partners after soft drink giant Coca-Cola, which purchased a 30% stake in the brand in 2015, passed on fully acquiring the brand.