The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Javvy Coffee is extending its reach beyond coffee with the launch of Clear Protein Refreshers, a new ready-to-mix functional beverage designed to combine hydration, light energy and protein in a low-calorie format.

The product officially launched online in March with distribution via the brand’s website and Amazon, followed by a retail rollout later in the month.

The Clear Protein Refreshers mark Javvy’s entry into the fast-growing segment of lighter, café-inspired functional drinks, offering an alternative to both traditional protein shakes and sugar-heavy refreshment beverages.

Positioned for post-workout hydration, between-meal consumption, or general energy support, the product is formulated to deliver 10g of clear protein per serving without the heaviness typically associated with dairy- or plant-based shakes.

Each serving also contains 3g of fibre, 45mg of caffeine, prebiotics, collagen, electrolytes, zero sugar and no artificial sweeteners, flavours or colours.

The range launches with three fruit-forward flavours, Strawberry Acai, Peach Passionfruit and Mango Pineapple, aligning with popular café beverage profiles while tapping into demand for refreshing, juice-like functional drinks.

Unlike traditional ready-to-drink formats, the product is sold as a powder, enabling consumers to prepare beverages on demand by mixing with water, an approach that supports both convenience and portability.

Co-founder and chief marketing officer of Javvy Coffee, Brandon Monaghan, said: "Refreshers is an important next step in the evolution of our brand. We’re expanding into the wider café beverage space with a smarter alternative to the sugary drinks typically found in traditional chains.”

Clear Protein Refreshers are priced at $39.95 for a 20-serving pouch online, with a smaller 14-serving pack planned for retail distribution.