Prinova is poised to showcase the rapid growth potential of clear proteins at this year’s IFT FIRST, leveraging the premier food science event to provide valuable insights for beverage manufacturers seeking to explore new avenues in this category.
As a specialist in global ingredients and premixes, the company will unveil its latest research and formulation skills, highlighting how clear proteins can assist brands in responding to the increasing consumer demand for clean, functional, and refreshing protein drinks.
Clear proteins—premium proteins that fully dissolve and maintain a transparent solution—are becoming a key area of innovation in the realms of sports nutrition, hydration, and functional beverages.
Prinova’s participation in IFT FIRST is designed to enlighten manufacturers on both the technical performance and commercial benefits associated with these ingredients, especially as there is a consumer shift towards lighter, juice-like, and water-based protein options.
Prinova’s specialists will emphasize that clear proteins provide a smoother and more refreshing choice compared to traditional dairy protein shakes, all while retaining essential nutritional content. Their transparency, neutral taste, and stability render them ideal for ready-to-drink beverages, protein-infused waters, energy drinks, and hybrid functional formats that blend hydration with muscle recovery or satiety benefits.
The momentum surrounding this category is fueled by several coalescing trends, according to Prinova: an increasing interest in high-protein diets, a shift toward clean-label formulations, and a growing population of active lifestyle consumers eager for convenient, low-sugar functional drinks. Clear proteins enable brands to innovate within these trends, distinguishing themselves from the saturated protein shake market.
At IFT FIRST, Prinova will provide formulation support aimed at helping manufacturers navigate common hurdles related to protein beverages, such as solubility, flavor masking, mouthfeel, and stability. The company will also present prototype concepts demonstrating the ability of clear proteins to create vibrant, flavorful drinks free from cloudiness or sediment.
Prinova’s technical experts will delve into how choices regarding ingredient selection, process conditions, and pH management can influence both clarity and taste. They will also illustrate how clear proteins can be paired with electrolytes, botanicals, caffeine, vitamins, and minerals to craft multifunctional beverages that cater to consumers’ desires for both refreshment and performance.
In addition to formulation strategies, Prinova will investigate the commercial advantages of clear proteins, highlighting the category’s ongoing expansion across retail, convenience, and online platforms. Protein waters and clear ready-to-drinks have experienced robust growth in both North America and Europe, as consumers increasingly select them as everyday functional beverages instead of just niche products for sports nutrition. According to Prinova, this shift opens significant opportunities for brands to innovate with new flavors, formats, and positioning strategies.
The company’s involvement at IFT FIRST reflects its dedication to supporting manufacturers through both ingredient proficiency and market analytical insights. With a global network and premix capabilities, Prinova assists customers in developing clear protein beverages that adhere to regulatory standards, scale efficiently, and ensure consistent quality.
“Clear proteins are changing the way consumers perceive protein beverages,” Prinova stated ahead of the event. “IFT FIRST offers the perfect stage to illustrate how these ingredients can reveal new innovation pathways for brands, spanning from refreshing protein waters to multifunctional performance drinks. Our aim is to aid manufacturers in grasping both the scientific aspects and market potential so they can create high-quality, consumer-ready products.”
Prinova will offer sessions and prototypes throughout IFT FIRST, providing attendees with hands-on insights into one of the most exciting frontiers in functional beverage development.