Naked Smoothies added two protein-fortified stock-keeping units to its retail lineup on June 8, timing the launch to National Smoothie Day in a bid to capture shelf attention and social momentum for Chocolate Banana Protein and Blueberry Cheesecake Protein.
Both new smoothies are formulated with real fruit, plant-based protein and no added sugar — a trifecta that has become the dominant purchase driver in the functional beverage aisle, according to recent category data tracked by Food & Beverage Magazine. Neither the brand nor parent company PepsiCo disclosed unit pricing, distribution footprint or projected first-year revenue targets for the two SKUs at the time of announcement.
The launch marks a deliberate pivot toward the protein-enriched smoothie segment, which has drawn increased investment from both legacy brands and challenger labels over the past 18 months. On-the-go nutrition — combining taste, functional benefit and single-serve convenience — has emerged as one of the fastest-growing sub-segments within non-alcoholic beverages, putting pressure on incumbents to extend portfolios beyond traditional fruit-and-vegetable blends. Naked, which has operated in the smoothie category for more than four decades, is leveraging its brand equity to compete directly with newer protein-forward entrants that have gained distribution in natural and conventional grocery channels alike. The broader plant-based protein beverage trend has also accelerated reformulation timelines across the category.
The no-added-sugar claim carries particular strategic weight as manufacturers navigate an increasingly label-conscious consumer base and a regulatory environment that has placed added sugars under heightened scrutiny. Pairing that attribute with indulgent flavour profiles — chocolate banana and blueberry cheesecake skew decidedly dessert-adjacent — reflects an industry-wide attempt to resolve the longstanding tension between permissibility and pleasure in functional foods and drinks. Naked's approach mirrors moves seen across the better-for-you snack and beverage segment, where brands are competing on flavour differentiation as much as ingredient credentials.
No earnings guidance or volume projections tied to the new products were provided in the company's announcement.
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.
