Be LOVE, the functional beverage brand founded by Vital Proteins creator Kurt Seidensticker, has entered the protein beverage segment with Power + Restore, a clear, ready-to-drink product delivering 15 grams of protein per serving with no added sugar and no artificial colors, flavors, or sweeteners.
The launch is a notable signal for ingredient suppliers: the format explicitly rejects the opacity and heaviness associated with conventional whey-based shakes, positioning clear protein beverages as a formulation priority in functional beverage development for the years ahead.
Formulation Positioning
Power + Restore is built around a light, crisp sensory profile — a category characteristic that places significant demands on protein ingredient selection. Clear protein beverages typically require hydrolyzed whey or collagen peptides with low turbidity, high solubility across a broad pH range, and neutral flavor contribution at usage levels sufficient to hit commercially meaningful protein claims. Achieving 15 grams per serving in a clear format without astringency or haze is a formulation benchmark suppliers of hydrolyzed proteins, peptides, and vitamin-mineral premixes should note. The product also delivers 100% Daily Value of essential vitamins and minerals, suggesting a comprehensive micronutrient premix stack — an area where ingredient houses and contract blenders serving the sports and active nutrition segment are increasingly active.
Market and Supply Context
The clear protein drink segment has attracted growing retailer attention as consumers seek protein intake without the caloric density or dairy-forward texture of traditional shakes. Seidensticker's credibility from scaling Vital Proteins — a brand acquired by Nestlé Health Science — lends commercial weight to the positioning and is likely to accelerate retail placement conversations. For co-manufacturers and toll-manufacturing partners evaluating RTD protein capacity, Power + Restore's clean-label profile — no artificial additives, zero sugar, no synthetic colors — reflects specification requirements becoming standard in new product briefs from better-for-you beverage brands. Ingredient suppliers should anticipate increased RFQ activity for low-turbidity protein hydrolysates, natural flavor systems compatible with clear aqueous matrices, and vitamin-mineral premixes designed for beverage pH and processing conditions. The brand also ties each purchase to clean drinking water access, a supply-chain adjacency that may inform ingredient sourcing and certification conversations around traceability and social compliance for supplier partners.
The product launches out of Austin, Texas, with distribution details not yet disclosed. Prospective co-manufacturing, ingredient, and packaging partners can reference Be LOVE's product page for specification context as commercial rollout progresses.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
