The Launch
Jordan's Skinny Mixes is extending its portable STIX lineup with four protein-fortified SKUs — Protein Refresher STIX and Protein Creamer STIX — that add 10 grams of whey protein per stick to water or coffee. The products retail at $19.99 for a six-count pack, equating to roughly $3.33 per serving, and went on sale October 2.
Product Specs
Protein Refresher STIX comes in Cherry Limeade and Peach Green Tea varieties. Each stick mixes with 12 to 16 fluid ounces of water and delivers 10 grams of whey protein, 470 milligrams of electrolytes, zero sugar, and 60 calories. Both flavors use real fruit and natural sweeteners; Cherry Limeade is caffeine-free while Peach Green Tea contributes 50 milligrams of caffeine from green tea. Protein Creamer STIX targets coffee drinkers in Sweet Cream and Cookie Butter flavors, offering the same 10-gram protein hit with 1 gram of sugar and 60 calories per stick, designed to be frothed or shaken into 8 to 12 ounces of hot or iced coffee.
The new SKUs join Refresher STIX and Protein Coffee STIX, which the brand introduced in April, rounding out a STIX portfolio that now addresses multiple daypart drinking occasions. The functional-beverage segment continues to attract significant product development investment, with protein-enhanced hydration and coffee products among the fastest-growing sub-categories as consumers seek convenient ways to meet elevated daily protein targets without dedicated shakes or supplements.
Market Context
The launch positions Jordan's Skinny Mixes squarely in the intersection of the functional hydration and better-for-you coffee categories — two segments seeing sustained shelf-space expansion at mass and grocery retail. Single-serve stick packs carry a structural advantage in that format: low barrier to trial, high portability, and no cold-chain requirements, all factors that ease distribution across the brand's existing mass, grocery, and e-commerce channels. The $3.33-per-serving price point sits below premium ready-to-drink protein beverages but above standard flavor-enhancer sticks, occupying a middle tier that the brand appears to be deliberately cultivating.
"People want ways to add protein to their day that are enjoyable and easy to fit into routines they already have," said Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes. "Protein Refresher and Protein Creamer STIX bring protein into drinks people already reach for, with flavors that make those moments something to look forward to."
The functional-beverage and better-for-you sweetener category are both under competitive pressure from established supplement brands entering the mainstream grocery aisle, meaning differentiation on flavor and format remains critical for challenger brands like Jordan's Skinny Mixes. The STIX format, combined with the brand's established low- and no-sugar positioning, gives the company a coherent product narrative to bring to buyers across its retail and direct-to-consumer channels.
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.
