USANA's Protein Pop Expands with Carbonated Protein Beverage at Costco
Event summary
- Protein Pop Plus, a carbonated clear protein beverage with 30g of protein per can, launched nationwide at all 607 Costco locations on February 25, 2026.
- The beverage is sweetened with stevia leaf extract, contains no artificial sweeteners, and is available in three flavors: Citrus, Mango Peach, and Orange Cream.
- Protein Pop Plus is positioned as a higher-protein alternative to the original Protein Pop line, which launched nationwide at Target in September 2025.
- Protein Pop is one of two brands owned by Rise Wellness, a wholly owned subsidiary of USANA Health Sciences.
The big picture
USANA's expansion of its Protein Pop line with the launch of Protein Pop Plus at Costco underscores the growing demand for convenient, high-protein beverages. The move positions USANA to compete more aggressively in the functional beverage space, leveraging its subsidiary Rise Wellness to drive innovation. The strategic shift towards carbonated, clear protein drinks reflects broader industry trends toward healthier, more accessible protein options.
What we're watching
- Market Differentiation
- Whether Protein Pop Plus can sustain its differentiation in the crowded functional beverage market with its unique carbonated format and high protein content.
- Retail Performance
- The pace at which Protein Pop Plus gains traction at Costco and other retailers, given the brand's previous success at Target.
- Product Expansion
- How the introduction of additional flavors later in 2026 will impact consumer adoption and market positioning.
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