**When Your Cola Comes With 10g of Protein**

Protein is done playing in the shaker bottle aisle.

Barebells just dropped a Classic Cola flavor for its hybrid Protein Soda, a soda format that delivers 10g of protein and 200mg of caffeine per serving. Your corner store cola, now with macros.

Bars are getting a glow up too. Bold, the Brazilian functional food brand recently acquired by the Ferrero Group, added a crispy wafer-style protein bar to a lineup that already spans multiple formats and sizes. Think confectionery texture, sports nutrition label.

Jocko is leaning into seasonal flavor with a limited-time Raspberry Gelato ready-to-drink protein. Myprotein, named 2025 International Brand Of The Year, launched what it calls its creamiest shake yet, pushing deeper into the gourmet protein wave in the United Kingdom and Europe. Battery Nutrition went classic with Chocolate Orange Complete Whey, blending whey and milk concentrate for 20g of protein and around 3 to 4g of carbohydrates. Max Effort Muscle followed up its Muscle Bar from over one year ago, which paired protein with a full daily dose of creatine, with a new functional food that doubles down on protein.

Why it matters: protein is no longer a format. It is a flavor system, a texture play, a caffeine vehicle, a seasonal drop. Soda, wafer, gelato, chocolate orange. Brands are selling experience first, macros second.

The insight? Sports nutrition is borrowing from candy and coffee culture. The brands that win will taste like a treat and hit like a supplement.