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From Concept to Commercial Reality: Vivici’s Vision for a New Era of Protein RTD Beverages

Protein is now a $114 billion industry and growing, according to Mintel (2024), a global market intelligence company. Innova Market Insights (2025) also reports that the number of high protein shakes and drinks on the market rose by 122% from 2020 to 2024, and they note that Gen Z are driving most of the online chatter on these beverages.

This evolving chapter in the beverage industry, powered by Gen Zs, relies on new protein innovation driven by functional nutrition, performance, and sustainability. Protein remains the hero ingredient, but milk-derived whey proteins and plant proteins come with trade-offs in clarity, flavor, and texture (Jacobsen, 2025).

In this context, Vivici introducing a New Standard of Protein: beta-lactoglobulin, a whey protein produced through precision fermentation that allows brands to deliver protein products that satisfy consumers with active lifestyles. Consumers want it all – protein performance, better sensorials, and products that suit their lifestyles and values, without compromise, positioning Vivitein™ BLG at the forefront of accelerating beverage innovation.

Why Protein RTD Beverages Are Booming

Consumer surveys show protein’s central role: 71% of Americans reported trying to consume more protein (up from 59% in 2022), with younger and older consumers alike driving demand (Prepared Foods, 2025), and protein remains the “most popular nutrient” year after year (Williams, 2025).

What started as a niche focus on sports performance, has evolved into a mainstream demand for protein. While traditional sports drinks still dominate, the fastest-growing category is ready-to-drink protein beverages designed for energy, recovery and satiety. Consumers now expect protein not just after workouts but in convenient, routine formats that fit their everyday lives, according to BevIndustry (Jacobsen, 2025).

Consumers today want drinks that work, taste great, and fit their values. As highlighted in “Protein Tops Consumer Priorities, but Most Americans Miss the Mark on How Much They Need” (Prepared Foods Editorial Staff, 2025), protein is on its way to mainstream inclusion thanks to interest in weight management, fitness, and longevity, and younger generations increasingly expect products that are healthier and more environmentally responsible.

In real life, that means consumers with active lifestyles are looking for RTDs that deliver:

Performance. Active consumers expect high protein, real functionality, and protein quality. They want proteins that stay stable, mix cleanly, and deliver serious nutritional support in lighter, crystal clear formats.
Experience. People want refreshment: clear, crisp, water-based protein drinks with smooth mouthfeel and bold, modern flavors. No sediment, no cloudiness – just clean, refreshing clarity.
Lifestyle. Modern consumers choose products that fit their diets and values: lactose-free, vegan- or flexitarian-friendly, low-sugar, and produced with a lower environmental impact.

Meeting these expectations is challenging, especially because not all proteins are created equal; for example, milk-derived whey proteins are prized for solubility and heat stability, whereas many plant proteins can introduce off-notes or turbidity (Jacobsen, 2025). Yet even with the advantages milk-derived whey protein options offer, achieving the crystal clarity, high protein load, and true flavor neutrality required for today's most innovative RTD formats remains a critical formulation challenge. Vivici’s fermentation-derived protein, Vivitein™ BLG, targets this gap, enabling products that meet today’s high bar for sensory experience and performance.

Unlocking the New Standard of Protein: Vivitein™ BLG

Vivici’s hero ingredient, Vivitein™ BLG, beta-lactoglobulin (BLG) that’s made by precision fermentation and is structurally bio equivalent to the protein found in cow’s milk. It’s exceptionally pure and complete, containing all essential amino acids while being free from lactose, cholesterol, hormones or antibiotics. This nature-equivalent BLG is superior to plant protein isolates, even outperforming whey protein isolates in specific applications because it delivers more of the amino acids critical for muscle growth and recovery.

Precision fermentation allows Vivitein™ BLG offers high protein concentrations, high BCAA and leucine and rapid absorption, as well as new flavors with lighter, refreshing mouthfeel and no chalky aftertaste. It’s also a vegan & flexitarian friendly protein, lactose and cholesterol free and sustainably produced.

This unlocks new product possibilities, enabling clear protein drinks in a variety of formats such as protein waters, sodas, shots, teas and more, while still delivering superior nutrition that requires a much smaller environmental footprint than milk-derived whey proteins.

Importantly, Vivici has delivered key regulatory milestones for Vivitein™ BLG, declaring self-affirmed GRAS in the US in February 2024, and receiving a GRAS “no questions” letter from the US FDA in February 2025. These achievements signal Vivici’s ingredient is recognized as safe for commercial scale production and distribution, giving brands confidence to innovate with it now.

Vivici’s Vision for the Beverage Industry

Vivici is not just a supplier, but a commercial and scientific strategic partner for beverage brands. We work closely with all innovative food & beverage players in the market who believe their brand could benefit from a more sustainably-produced and highly functional protein ingredient. Our focus isn’t merely about what we can do, but rather what we can do to bring business success to our customers.

In other words, Vivici helps brands translate a novel protein into winning products, from formulating prototypes to optimizing sensory profiles and scaling up production. This hands-on approach means Vivici isn’t just following the precision fermentation protein trend but actually leading it, empowering beverage makers to take confidence-led leaps in the new era of innovation.

The Broader Impact: Sustainability and Scalability

Precision fermentation protein production will yield “more reliable supply chains” and greater resilience for the food system (Azoff et al., 2024). By producing protein via microbes instead of animals, Vivici’s process can scale production independently of volatile factors like feed costs or weather, ensuring a stable, on-demand supply of real dairy protein.

Moreover, Vivici’s precision fermentation protein has 68% lower carbon footprint compared to conventional whey protein isolates. Independent studies also show the process uses 86% less water and 61% less land than conventional whey protein isolate production, an improved efficiency that aligns with corporate ESG commitments, enabling companies to hit protein growth targets while sharply reducing their environmental impact. In sum, Vivici’s approach offers a clear pathway to expand product portfolios profitably and sustainably.

Together, these benefits give executives a compelling value proposition: meeting rising protein demand without trade-offs on taste or supply risk, and with demonstrable sustainability gains. As consumers and regulators tighten their focus on climate impact, early movers that adopt this technology stand to gain brand prestige and stay ahead of evolving compliance standards, positioning themselves as industry leaders in responsible growth.

The Call to Leadership

The future of beverage innovation belongs to those who lead with science, sustainability, and bold vision. Visionary RTD companies (from agile startups to legacy brands) must join in setting a New Protein Standard in order to reach new heights.

By partnering with Vivici, your company can unlock ingredients and expertise that push the boundaries of what beverages can do for people and for the planet. Learn more about partnering with Vivici on our Working With Us page.

References

Azoff, M., Datta, B., Chaffin, C., et al (2024). State of Alternative Proteins: A Global Glimpse at the State of the Industry. The Good Food Institute. https://gfi.org/wp-content/uploads/2025/04/2024-state-of-alternative-proteins-report.pdf

Innova Market Insights (2025, April 16). Protein Beverages Trends: Global Market Overview. Innova Market Insights. https://www.innovamarketinsights.com/trends/protein-beverages-trends-global-market-overview/

Jacobsen, J. (2025, October 15). Beverage-makers make it easier for consumers to get their protein. Beverage Industry. https://www.bevindustry.com/articles/97884-beverage-makers-make-it-easier-for-consumers-to-get-their-protein

Mintel (2024). US Proteins and Protein Alternatives Market Report 2024. Mintel. https://store.mintel.com/report/us-proteins-and-protein-alternatives-market-report

Mordor Intelligence (2025, August 11). Ready To Drink Beverages Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030). Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/ready-to-drinks-beverages-market

Simon Penfold

Chief Commercial Officer

Vivici