The Launch
Jordan's Skinny Mixes entered the functional coffee-creamer category on November 10 with Protein Barista Mix, a real-dairy creamer delivering 20 grams of protein per full serving, less than 1 gram of sugar, and natural sweetening via stevia. The three-SKU lineup — French Vanilla, Caramel Macchiato, and Sweet Cream — is available immediately through mass and grocery retailers and direct-to-consumer via SkinnyMixes.com.
Tiered Dosing Design
The product's tiered protein dosing is an atypical feature for the creamer segment: consumers can add a splash for 5 grams of protein, a boost for 10 grams, or a full serving for 20 grams. That flexibility positions the product for a wide range of use cases — morning lattes, cold brew, cold foam, and blended smoothies — without locking shoppers into a fixed serving commitment. Formulated for both hot and cold applications, the mix competes against a growing field of protein-enhanced coffee additives from brands including Vital Proteins and Fairlife.
Portfolio Context
Protein Barista Mix joins an expanding functional lineup that already includes Protein Coffee STIX, Protein Refresher STIX, and Protein Creamer STIX. The launch is timed to the brand's "More Than a Pretty Drink" marketing campaign, which frames functional benefits — protein, low sugar — as integral to, rather than separate from, flavor-forward beverage occasions. "Protein Barista Mix brings that idea to the coffee routine, combining the flavors people love with an easy way to add protein and make each cup their own," said Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes.
The move reflects a broader structural shift in the beverage enhancer category. Retail scanner data tracked by Food & Beverage Magazine has consistently shown protein-forward coffee SKUs outpacing conventional creamer growth as consumers seek to consolidate supplement and morning-beverage habits into a single purchase. For mass and grocery buyers, protein creamers now represent one of the more reliable traffic-driving segments within the better-for-you beverage aisle, where low-sugar and high-protein claims command premium shelf placement.
Founded in 2009 by Jordan Engelhardt as a sugar-free cocktail mixer brand, Jordan's Skinny Mixes has since broadened its remit across coffee syrups, water enhancers, sauces, and functional stick packs. Distribution spans mass retail, grocery chains, Amazon, and its own direct channel — a footprint that gives Protein Barista Mix immediate access to scale without a phased retail rollout. For operators and foodservice buyers monitoring functional beverage innovation in the at-home coffee segment, the multi-flavor, tiered-dose format signals a product designed to drive repeat purchase and basket size rather than a single trial event.
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.
