“Muscle Hunt” protein water with 4 flavors and 2 types

Nestlé has turned the protein powder that fitness people often use to increase their muscles into bottled drinks. At the Nestle China Innovation Day sharing conference, Nestlé announced that it will launch a high-protein water drink called "Muscle Hunt".

This 500 ml beverage has two types—10g/25g of protein content, selling at prices of 23 Yuan and 33 Yuan respectively and with 4 flavors: lemon, citrus, melon and grapefruit. E-commerce platforms and gyms will be the main sales channels during the new launch period - “Double 11” on Tmall platform. In the Beijing market, "Muscle Hunt" is currently discussing cooperation with Oxygym Ogilvy  Cabin Sports  Center which has 10 stores, and the product is planned to be sold in the form of vending machines.

As the best nutrient to increase muscle, protein powder is a common way for fitness and exercise people to replenish protein, but on-site preparing is not convenient, according to Wang Sichun, director of innovation and improvement, Nestlé Greater China.

Muscle Hunt high protein water provides whey isolate in the form of water. It enables the fitness population to replenish protein in a more convenient and rapid way after exercise.

It is planned that Muscle Hunt high protein water will have a test period of three to six months, and then according to the market response of the test phase, the company will decide whether to reduce or increase investment in the next step.

It is understood that the industrial production and sale of protein water is still rare in the market. Retrieving multiple e-commerce platforms, only one protein water brand called "Betale" is found. The product is produced by a biotech company in Beijing and currently sells for about 17 Yuan (500 ml, containing 23 grams of protein) on Jingdong platform. It is almost half the price of Nestlé’s 25 gram item. However, the product has just over 200 reviews, indicating a small sales volume.

Betale protein water
Sale on Protein Water official website
In fact, it has been just a few years since the rise of protein water on a global scale. And the market is expanding with the popularity of people's fitness habits. The industry's most well-known brands are: Plant Based Protein Water produced by U.S company Superfood, containing 10g of protein; and Protein Water of British company "+Protein Water.Co", containing 20g of protein and 5g of fructose in the 500ml product.

Source: JMedia