2014 NACS Show Functional-Beverage Beat (Slideshow)

Manufacturer New Whey is out to redefine the protein category. As a sports-nutrition manufacturer first, the company aims “to make protein mainstream,” said CEO Chuck Walkley. The company’s move in that direction is NuAquos Advanced Hydration, which works as an exercise recovery beverage and a protein booster. The product line is available in five flavors: Peach Mango, Watermelon, Pomegranate-Acai-Blueberry, Kiwi-Strawberry and Orange.

Out in front on the protein market is Protein2o, which will introduce a Black Cherry flavor late this year.

Also mining the protein market is Campbell Soup’s V8 line, which introduced V8 Protein, a 10-oz. smoothie with 12 grams of protein available in vanilla and chocolate flavors.

A more traditional protein shake, Rockin’ Refuel from Shamrock Farms introduced two flavors—chocolate and vanilla—with 50 grams of protein each in 19.7-oz. packages.

Longtime milk and cheese manufacturer Organic Valley gets into the protein-shake market with Organic Balance, a dark-chocolate shake with 16 grams of protein, and Organic Fuel, a vanilla shake with 26 grams of protein.

And the brand that brought protein shakes to the c-store channel, Muscle Milk, introduced a 100-calorie line and a Pro Series Mega Protein Shake with 40 grams of protein.

Meanwhile in other enhanced-beverage news, Coca-Cola Co. responded to the strong growth in lemonade sales with the introduction of Powerade Lemonade, which will ship in summer 2015. Its nutrient-enhanced vitaminwater added two new SKUs, as well: Mango-V and Vital-T lemon iced tea.

Makers of bottled water with fresh-vitamin technology showed new lines and SKUs. V-Blast added a line of drinks with vitamin formulations (kept in the bottle cap until ready to drink) for children called V-Bee!

Bolthouse Farms added Stone Fruit and Tropical Goodness to its line of smoothies, which also includes a Chocolate Protein Plus SKU.

PepsiCo continues to target the morning occasion with its Mtn Dew Kickstart line. The newest additions—dubbed Kickstart Hydrating Boost—includes real fruit juice and coconut water. Available in Strawberry Kiwi and Mango Citrus, the additions will be available in January 2015.