Protein Pop Plus Hits Costco, Shaking Up the Functional Drink Aisle

SALT LAKE CITY, UT – February 25, 2026 – In a significant move for the functional beverage industry, Rise Wellness today announced the nationwide launch of Protein Pop Plus, a carbonated clear protein drink, in all 607 Costco locations across the United States. The new beverage, which boasts 30 grams of protein per can, represents a major retail expansion for the USANA Health Sciences subsidiary and a bold challenge to the dominance of traditional protein shakes.

This launch places Protein Pop Plus directly into the hands of millions of Costco members, leveraging the wholesale giant's massive distribution network. The product is being sold in a 15-can variety pack featuring three initial flavors: Citrus, Mango Peach, and Orange Cream. This strategic entry into one of the nation's most influential retailers signals a period of aggressive growth for the Protein Pop brand, which is rapidly carving out a niche in the increasingly crowded wellness market.

A New Fizz in the Protein Aisle

Protein Pop Plus aims to solve a long-standing complaint among fitness enthusiasts and health-conscious consumers: the thick, often chalky texture of conventional protein shakes. Instead of a creamy, milky base, the new drink offers a light, clear, and carbonated experience designed to be as refreshing as a soda but packed with high-quality protein.

Each 12-ounce can delivers a substantial 30 grams of protein derived from a dual-source blend of whey protein isolate and bovine collagen peptides. This combination targets not only muscle repair and growth but also appeals to the broader wellness consumer interested in the hair, skin, nail, and joint benefits associated with collagen. Furthermore, the formulation is free of sugar, artificial sweeteners, and caffeine, sweetened instead with a premium stevia leaf extract blend. This clean-label approach is central to its appeal.

"Protein Pop Plus represents the next evolution of our Protein Pop brand," said Darin Perry, CEO of Rise Wellness, in a statement. "It's the only clear protein drink in the market with 30 grams of protein, collagen and no artificial sweeteners. It's a great option for consumers looking for protein options throughout the day, not just post‑workout morning routines."

This positioning seeks to decouple protein consumption from a rigid, post-gym-only ritual, reframing it as an accessible, enjoyable beverage that can be consumed anytime, whether at a desk, on a commute, or as a satisfying afternoon pick-me-up.

The Race for Retail Dominance

The Costco launch is not an isolated event but the latest chapter in a carefully orchestrated expansion strategy for Rise Wellness and its parent company, USANA (NYSE: USNA). The brand first gained significant traction after its debut at Natural Products Expo West last year. That momentum led to the successful nationwide launch of its original Protein Pop beverage, containing 22 grams of protein, in all Target stores last September.

Securing shelf space at both Target and Costco within a year demonstrates an accelerated push into mainstream retail. For USANA, a global company founded in 1992 and known primarily for its direct-selling model of nutritional supplements, the success of its venture companies is critical. In recent financial disclosures, USANA has explicitly pointed to its subsidiaries, Rise Wellness and the children's health brand Hiya, as key drivers for its projected sales growth in 2026. The company projects consolidated net sales to reach between $925 million and $1.0 billion for the fiscal year, with these new ventures expected to contribute significantly to that growth.

The strategy appears to be paying off by tapping into new consumer bases through established retail channels, diversifying USANA's market presence beyond its traditional network of distributors.

Tapping into a Thirsty Market

The introduction of Protein Pop Plus is timed perfectly to capitalize on several powerful consumer trends. The global functional drinks market is booming, projected to grow from over $243 billion in 2024 to nearly $464 billion by 2033. Within this massive category, the niche for clear and carbonated protein drinks is one of the fastest-growing segments.

Market data reveals that the clear protein market has more than doubled in just two years, while the carbonated protein drink market is projected to grow at a robust compound annual growth rate (CAGR) of 8.7% through 2033. This growth is fueled by what analysts call "shake fatigue." Consumers are actively seeking lighter, more refreshing alternatives to heavy protein drinks. They demand convenience, clean ingredients, and products that fit seamlessly into a busy, health-oriented lifestyle.

Protein Pop Plus checks all these boxes. Its ready-to-drink format offers ultimate convenience, while its clear, bubbly nature and fruit-forward flavors provide a sensory experience more akin to a craft seltzer than a dietary supplement. This innovation is helping to blur the lines between categories, positioning protein as a refreshing beverage rather than just a functional necessity.

The Costco Competitive Landscape

While the launch is significant, Protein Pop Plus is not entering an uncontested field. Costco's aisles already feature a direct competitor: Genius Gourmet's Sparkling Clear Protein Drink. This product also offers 30 grams of protein from a whey and collagen blend, is sold in a 15-count case, and targets the same consumer desire for a soda-like protein experience. Priced competitively, Genius Gourmet has already established a presence with Costco shoppers, receiving positive feedback for its crisp, non-chalky profile.

The presence of a direct competitor underscores the viability and high-growth potential of the carbonated protein category. The challenge for Rise Wellness will be to differentiate Protein Pop Plus through its specific flavor profiles, its "no artificial sweeteners" promise, and the strong brand equity it is building through its multi-retailer presence.

As the brand looks ahead, it will return to the Natural Products Expo West in March, where it will showcase both the original Protein Pop and the new Protein Pop Plus. This appearance will provide another platform to engage with industry insiders and consumers, as the company continues its ambitious campaign to redefine the protein drink for the modern consumer.