Be LOVE, the functional beverage brand founded by Vital Proteins creator Kurt Seidensticker, launched Power + Restore on June 29, its first protein-format product and a bid to capture share in the fast-growing ready-to-drink clear protein segment.

The Product

Each non-carbonated can contains 13 grams of clear whey protein isolate and 5 grams of collagen peptides — totaling 15 grams of protein — alongside 100% of the daily value of vitamins C and B-complex and zinc, with zero sugar and no artificial colors, flavors, or sweeteners. The format is deliberately light and non-opaque, positioning the SKU against thick shake formats rather than conventional sports nutrition. The product ships in BPA- and PFAS-free cans across six flavors: Strawberry Swirl, Orange Dream, Rocket Pop, Cherry Vanilla, Peach Mango, and Lemon Drop.

Retail Footprint

Power + Restore is available nationwide at Sprouts Farmers Market, where Rocket Pop, Lemon Drop, and Cherry Vanilla launch as exclusive in-store flavors — a structurally common tactic among emerging functional beverage brands seeking preferential shelf placement at natural and specialty grocers. The full six-SKU lineup is simultaneously live via direct-to-consumer at drink.love and on Amazon, giving the brand parallel velocity data across both premium retail and e-commerce channels from day one.

The launch expands Be LOVE's portfolio beyond its existing Energy + Restore and Hydration + Balance lines, moving the brand from the hydration and energy-drink lanes into the protein beverage aisle — a category that has seen sustained double-digit unit growth as consumers seek higher-protein diets in lighter-format vehicles. Clear or "transparent" protein drinks represent one of the more actively contested sub-segments of that shift, with several established sports-nutrition players already competing for shelf space at natural and conventional grocery.

Founder Context

Seidensticker built Vital Proteins from a niche collagen supplier into what the company described as a billion-dollar wellness category before Nestlé acquired a majority stake in 2019. His credibility in ingredient-forward functional nutrition is a key part of Be LOVE's positioning.

"When we built Vital Proteins, we helped people discover the power of collagen," said Kurt Seidensticker, Founder of Be LOVE and Vital Proteins. "Today, I believe protein is the next everyday wellness habit ready to evolve."

The brand also ties purchasing to a social impact mechanism: every can sold is linked to a "One for Ten" partnership with GivePower, through which Be LOVE funds access to one day of clean drinking water for ten people via GivePower's solar-powered desalination systems. Similar cause-linked models have gained traction as a brand-differentiation tool in the better-for-you beverage segment, as covered in our functional beverage category analysis and natural retail channel trends.

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.