Plenish, recognized as the UK’s leading brand in dairy alternatives, has officially made a bold step into the growing functional nutrition market with the introduction of its inaugural range of plant-based protein powders. This development marks a significant strategic move for the Carlsberg Britvic-owned company, shifting focus from refrigerated products to those found in pantry staples, and emphasizing the importance of clean protein.
The new offerings, featuring Madagascan Vanilla and Cocoa & Sea Salt flavors, aim to fill a notable gap in transparency within the protein market. Each formulation is crafted with a mere seven natural ingredients, a departure from many traditional protein products that often employ thickeners, artificial sweeteners, and emulsifiers to disguise the inherent flavors of plant-based proteins.
With the plant-based protein sector anticipated to reach nearly $35 billion by 2030, Plenish is banking on the idea that contemporary consumers—particularly the two-thirds of Brits prioritizing fiber and ingredient integrity—are prepared to invest in a more simplistic approach to protein supplementation. The new powders provide:
– 20g of high-quality pea protein in each serving.
– Absence of artificial additives, including sweeteners, preservatives, or gums.
– A source of fiber that caters to the “multi-benefit” expectation of 66% of UK shoppers.
– A complete amino acid profile, ensuring functionality matches that of animal-based or more intricate synthetic options.
This launch aligns with a broader trend within the industry where consumers seek products that cater to multiple wellness goals. Russell Goldman, managing director of Breakthrough Brands at Carlsberg Britvic, highlights that today’s consumers desire to meet their protein objectives without sacrificing dietary cleanliness.
“We know today’s consumers expect more from their wellness products and want multiple health objectives in a single product,” Goldman explains. “Consumers using protein powders want to hit their protein goals while keeping things simple, and enjoying added benefits like fibre, without having to compromise on taste.”
Plenish is positioning its range at a premium retail price of £45 for 30 servings, reflective of the high expense associated with sourcing premium ingredients like Madagascan vanilla. By concentrating on a clean-label, pea protein formula, Plenish appeals to a wealthier wellness audience that already relies on its nut milks and juices.
The protein powders are set to launch directly to consumers on plenishdrinks.com on April 20, 2026, with availability on Amazon beginning April 27.