Chicago-based Protein2o, which markets itself as a pioneer in the clear protein beverage segment, has appointed Mark Rappaport as Chief Executive Officer and a member of its Board of Directors, the company announced September 8. The leadership change arrives alongside a new undisclosed growth investment intended to finance retail development, organizational scaling, and an expanded innovation pipeline.
The New Leadership
Rappaport brings more than two decades of beverage and consumer-packaged-goods experience to the role. Most recently he served as Global Chief Commercial Officer at Congo Brands, the fast-growth incubator behind Alani Nu, where he oversaw commercial strategy across a multi-brand portfolio. Before that, he held senior leadership positions at Red Bull, including oversight of the company's U.S. business and distribution network during a period of accelerating domestic volume. His background sits squarely in the high-growth, better-for-you energy and functional beverage categories — a profile that aligns closely with clear protein's current trajectory.
"Clear protein has immense potential," Rappaport said. "Consumers are beginning to realize that getting more protein doesn't have to mean something heavy, milky or filling. It can be refreshing, flavorful and something you genuinely enjoy. Protein2o was early to this opportunity and already makes great-tasting products that consumers love."
Market Backdrop
The clear protein drinks category has grown rapidly as consumers gravitate toward lighter, more refreshing formats over traditional opaque shakes and ready-to-drink milk-protein blends. The broader functional beverage market — encompassing protein, hydration, and performance segments — has attracted significant retailer shelf space and investor capital over the past three years, with multiple brands competing for positioning in the refrigerated and ambient sections of mass, club, and specialty grocery channels. Protein2o's pivot toward a "bold innovation and brand roadmap," as described in its announcement, mirrors moves by better-for-you beverage peers who have leaned into flavor variety and occasion-based marketing to drive repeat purchase. For a deeper look at functional beverage investment trends, see our coverage of better-for-you beverage funding rounds.
Chris Running, Chairman of the Board, framed the hire in terms of both commercial execution and organizational culture. "Mark brings a rare combination of brand-building and operating experience, along with an instinctive understanding of where consumers are going next," Running said, adding that Rappaport is "known throughout the industry as a leader of great character who builds strong, lasting relationships with customers, partners and people."
What Comes Next
The new capital will be deployed across brand-building, retail development, and product innovation, according to the company, with a stated goal of bringing clear protein to "more consumers, occasions and formats." No financial terms for the investment were disclosed, and the company did not specify which retail channels or geographies are prioritized for near-term expansion. Protein2o products are currently available through leading U.S. retailers and e-commerce platforms.
For operators and buyers tracking the functional beverage shelf, the combination of an experienced commercial operator and fresh capital signals an intent to compete more aggressively for distribution and promotional placement. The appointment also underscores how executive talent from the energy drink sector continues to migrate into adjacent functional categories as growth in legacy energy formats moderates. Food & Beverage Magazine has previously noted the outsized influence of Red Bull and Monster alumni on the better-for-you beverage landscape.
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.
