As health and fitness consumers grow more wary of artificial ingredients and flavours, Myprotein’s latest Clear Whey range ‘Splash of Flavour’ is quenching their thirst for healthy and refreshing protein. Becoming the first protein drink in the UK and Europe to use monk fruit and natural sweeteners, the new range is designed to deliver a lighter taste to traditional protein drinks, without sacrificing taste. 

Ania Wieczorek, Senior Product Technologist at Myprotein, breaks down how market insights influenced their product development and innovation strategy. 

What was the key consumer insight or market opportunity that led to the development of the 'Clear Whey Splash of Flavour' range? 

Our insights show that sugar has become a top concern for European shoppers, with most consumers actively trying to reduce their intake. At the same time, the majority believe that becoming accustomed to less sweet flavours is the most effective way to cut back, creating a clear opportunity for products that help gradually retrain the palate. That’s why we introduced our new clear whey protein range featuring subtle, lower-sweetness flavours that align with growing demand from health-conscious consumers. 

During the research phase, we also found that natural sweeteners are particularly appealing to European consumers. They deliver the desired level of sweetness while being perceived as a healthier option. Using natural sweeteners such as stevia and monk fruit, Clear Whey Splash caters to consumers who value clean ingredients without having to compromise on flavour. 

The 'Splash' range is positioned as a "lighter" and "subtler" alternative. Can you describe the target audience for this product and how it differs from the consumer of the original Clear Whey Isolate? 

The Splash range is designed for consumers who prefer a lighter, more refreshing flavour experience and place greater importance on the quality and naturalness of ingredients. These individuals often favour flavoured water over intensely flavoured drinks and may be more mindful of their overall intake of artificial sweeteners - particularly heavy users of sports nutrition products who are looking for a “cleaner” option. The use of natural sweeteners such as stevia and monk fruit is therefore an added benefit, especially for those with digestive sensitivities or a preference for clean-label products. 

In contrast, the original Clear Whey Isolate tends to appeal to consumers who enjoy bold, punchy flavours and prioritise intensity of taste. For these users, flavour impact is a key driver, and they are less concerned about the use of artificial sweeteners. 

In short: Clear Whey Isolate is best suited to flavour-driven consumers who enjoy strong, fruity taste profiles, whereas Clear Whey Splash targets a more health-conscious segment looking for lighter, subtler flavour and a natural sweetener solution. 

A key feature of the 'Splash' range is the use of natural sweeteners like monk fruit and stevia. How does the growing consumer demand for natural ingredients influence Myprotein’s product innovation strategy? 

We’re seeing a broad shift across food and beverage categories towards natural sweeteners, not just in sports nutrition. This long-term trend is shaping our innovation strategy, which is why we’re already exploring the use of natural sweeteners across several of our bestselling sports nutrition ranges. 

How does the NPD team work with other departments, such as marketing, brand, and supply chain, to ensure a successful launch? 

We involve all key functions right from the beginning of the project. Once the NPD team completes the initial research and concept development, we brief marketing, brand and supply chain to ensure the product is commercially and technically viable. From there, we collaborate throughout the process using established cross-functional procedures and checkpoints to make sure every new product has the right support and tools in place for a successful launch. 

Explore the Clear Whey Splash of Flavour on Myprotein.com  https://www.myprotein.com/p/sports-nutrition/clear-whey-protein-splash-of-flavour/16111658/