When mixed with water, Splash Of provides 20 grams of protein and under 90 calories per serving with a “light, juicy and refreshing” taste.

The brand is tapping a global clear whey isolate market which is expected to rise from $456 million in 2024 to over $830 million by 2034, according to recent Research and Markets data.

Nick Morgan, managing director at Nutrition Integrated, the innovation and strategy partner, revealed that there is a “huge opportunity in the clear whey space due to its broader consumer appeal and refreshing, water-based format”.

Based on the consultancy’s April 2025 analysis of more than 600 protein brands across Europe, there has been a 50% net increase in clear whey protein products in the last 12 months. In contrast, traditional whey shake formats have remained relatively flat.

Yet while this net increase sounds impressive, only about 20% of brands offering a whey protein powder also have a clear whey product, so there’s huge potential for innovation and more brands to enter the space, he told NutraIngredients.

“Consumers are increasingly looking for cleaner labels, better taste and nutritional formats that suit a more casual or lifestyle-oriented approach to wellness.”

He said the firm is witnessing more creative flavors in this segment with many “fruit-forward profiles, sour or spiced flavors and even cocktail-inspired ones, tapping into the no- and low-alcohol trend.“

In a first for the UK and EU sports nutrition market, Clear Whey Splash Of combines monk fruit and stevia—two plant based sweeteners. Plus it uses a protein recipe said to reduce acidity and thereby “eliminate the aftertaste common in other clear protein products.”

The line has launched in three light, fruit-inspired flavors: Raspberry and Lemon, Orange and Mango, and Pineapple

“Over the years, we’ve found that not all consumers enjoy the bold, full flavors common in Clear Whey,” Neil Mistry, CEO of THG Nutrition, told NI. “Clear protein has become one of our most successful innovation platforms. Since launch, the range has expanded significantly.”

The brand now offers more than 20 flavors across multiple formats, including Isolate, Electrolyte, Vegan and now Splash Of.

“It’s a major contributor to our protein category and continues to outperform expectations,” Mistry addd. “With Splash Of, we see an opportunity to drive even more growth by appealing to a new wave of consumers looking for something lighter, more natural and with a more refined flavor profile.”

Monkfruit extends natural sweetener toolkit

Recently approved for use in the UK, Mistry said monkfruit has allowed the team to expand its “sweetening toolkit”.

“Monk Fruit brings a sweetness curve that pairs well with Stevia, helping us deliver a cleaner, more balanced flavor,” he said. “It’s also zero-calorie and doesn’t raise blood sugar levels.”

He noted that the brand has devoted much attention to understanding how consumers feel about sweeteners through customer feedback and wider category insight.

“Mintel reports that 65% of UK consumers avoid artificial sweeteners and flavors—a trend we see echoed in our own community,“ he said. ”That insight was central to how we developed Clear Whey Splash Of.”

Morgan added: “MyProtein’s sweetener choice in its Clear Whey Splash Of is a great example of product innovation that answers the wants and needs of the consumer and keeps them ahead of the competition.”