FORALL Nutrition is entering more than 500 Sprouts Farmers Market locations nationwide this October with an exclusive two-SKU launch anchored by what the Atlanta-based startup claims is the world's first completely flavorless protein water. The retail debut represents the brand's first significant national distribution and a notable test of whether the specialty natural channel will support a protein platform built around the absence of flavor rather than its abundance.
The Products and Pricing
The two products occupy opposite ends of the convenience spectrum. FORALL WATER+PROTEIN is a shelf-stable, 16.9-ounce Tetra Pak bottle delivering 10 grams of European grass-fed whey protein isolate and 40 calories, priced at $3.99 MSRP. Its sole added ingredients are ultra-filtered water, trace minerals, and whey protein isolate — no sweeteners, no fruit flavor, no vanilla. The companion product, FORALL PROTEIN, is a single-ingredient loose powder offering 25 grams of protein per serving and retailing at $69.99 MSRP, positioned as a kitchen-ready additive for coffee, oatmeal, soups, and baked goods.
The price-per-gram economics place WATER+PROTEIN toward the premium end of the ready-to-drink protein water segment, where competing flavored formats from brands such as Protein2o and Trimino typically retail between $2.50 and $3.50 for comparable bottle sizes. The powder's $69.99 price point also sits above the mainstream whey isolate market, a positioning the brand appears to lean into deliberately given its single-ingredient, grass-fed sourcing story.
Why Sprouts and Why Now
The Sprouts channel selection is strategically coherent. The Phoenix-headquartered specialty retailer, which operates more than 500 stores across 25 states and employs approximately 36,000 people, draws a shopper base that skews toward label-readers and ingredient-minimalists — precisely the consumer segment most likely to pay a premium for a one-ingredient protein powder or an unflavored functional water.
"Part of our role as foragers is identifying brands that are reimagining established categories in ways that resonate with today's health-conscious consumers," said Kim Coffin, Chief Forager at Sprouts Farmers Market. "FORALL's innovative approach to protein offers a new level of simplicity and versatility, making it easier for customers to meet their nutrition goals."
The broader functional beverage and sports nutrition category has seen sustained consumer demand for cleaner formulations. Protein water as a subcategory has grown steadily within specialty retail, though most SKUs in that set rely on fruit flavoring and sweeteners to mask the sensory profile of whey. FORALL's zero-flavor positioning is a direct response to that convention — and a potential differentiator in a crowded sports nutrition aisle where brands increasingly fight on flavor rather than against it.
Founder Rationale and Outlook
Founder Johnny Heffernan said the product concept emerged from a personal health event that prompted him to scrutinize ingredient lists. "We started with additive-free, but what we ultimately discovered was even more valuable to the consumer: flavorlessness," Heffernan said. The powder, he added, was a direct response to consumer feedback on the water product — shoppers asking for the same neutral protein experience in a format they could stir into anything.
The Sprouts exclusive does not carry a disclosed duration, meaning the brand could pursue broader conventional or e-commerce distribution once the launch period concludes. For now, the deal gives FORALL immediate access to a shopper base aligned with its positioning, without requiring the marketing spend that a mass-channel entry would demand. How quickly the two SKUs turn on shelf will determine whether the flavorless protein concept has enough mainstream pull to justify a wider rollout — a question the functional beverage sector is watching closely.
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.
