BROADER AUDIENCE
New drinks brand Betta is serving up a fresh approach to protein, with the launch of its lightly sparkling protein soda – aiming to offer retailers and hospitality operators another option in the growing functional drinks and protein categories.
Founded by Joe Cray and Ellie Meredith, Betta was created to meet growing demand for protein in a format that feels more relevant to everyday life. Light and crisp, with 15g of protein per can, Betta’s range is made with all-natural fruit juices, contains no added sugar and includes nothing artificial.
There are three flavours – Pineapple & Passionfruit, Pink Grapefruit & Guava and Cherry & Raspberry – with the brand positioned as a refreshing alternative within the fast-growing protein category. It is designed to appeal not only to gym-goers but also to a broader audience looking for accessible ways to support active lifestyles.
The idea began while Cray and Meredith were in Bali, where they were trying to maintain their protein intake while staying active in a hot climate. After exercising in the heat, they found traditional protein shakes and bars felt heavy and unrefreshing, particularly after activities such as running, surfing or training.
This highlighted a gap in the market for a lighter, more refreshing protein format, particularly as consumer demand for convenient, health-forward beverages continues to grow. Instead of another shake, the founders began exploring the idea of a drink that felt closer to a soda than a traditional protein product, leading to Betta.
PEA POWER
Protein has become one of the most talked-about nutrients in modern diets. At the same time, demand for better-for-you drinks continues to grow across retail and hospitality. However, much of the category remains dominated by thick shakes and dense bars – formats that can feel heavy, overly processed and less suited to everyday consumption.
Betta was developed to offer a different approach, introducing a lightly sparkling protein soda designed to sit more naturally alongside soft drinks and modern wellness-led beverages.
Each can contains 15g of plant protein, with over 70% of calories coming directly from protein. The drink is formulated using hydrolysed pea protein, which is broken down into smaller peptide fragments to support easier digestion and a smoother drinking experience.
Rather than relying on gums, oils or heavy stabilisers, Betta has been formulated using carbonation, acidity and natural ingredients.
Joe Cray, co-founder of Betta, said: “Protein has become a much bigger part of how people think about everyday nutrition but the formats available haven’t really kept up. So much of the category still feels heavy and geared towards a specific type of consumer. We wanted to create something that felt far more accessible. A drink that was refreshing, convenient and easy to enjoy as part of everyday life.”
Betta will initially launch online at at bettadrinks.co.uk.
