The Launch
Yesly Water is rolling its first protein-forward SKU into approximately 500 Sprouts Farmers Market locations nationwide this month, marking the functional beverage brand's entry into the competitive ready-to-drink protein segment. The new Sparkling Protein Water delivers 20 grams of protein — sourced from whey and collagen — alongside electrolytes and essential vitamins, all at 100 calories and zero sugar per 12 oz. can.
The format is a deliberate pivot from the thick, milky profile that has dominated the protein-supplement aisle for decades. Clear, lightly sparkling RTD protein drinks have been gaining shelf space in natural and specialty retail as shoppers seek functional beverages that don't double as a meal replacement. Yesly is positioning Sparkling Protein Water squarely in that white space, offering five flavors at launch: Kiwi Strawberry, Watermelon, Pomegranate Acai Blueberry, Berries & Cream, and Shirley Temple.
Distribution Roadmap
The Sprouts exclusivity window is intentionally brief. Beginning in January 2027, Yesly will expand Sparkling Protein Water to Amazon and TikTok Shop, adding direct-to-consumer velocity data to complement brick-and-mortar scan performance. For natural and specialty channel operators, the Sprouts debut serves as a proving ground — a pattern increasingly common among emerging functional beverage brands that use natural-channel doors to validate demand before pitching broader conventional or c-store distribution.
The protein water segment has drawn attention from both established beverage manufacturers and startups over the past two years, riding the same tailwinds that lifted electrolyte drinks and adaptogen-infused waters: consumers shifting spend from traditional sports supplements toward everyday hydration occasions. NACS and category data consistently show that the dispensed-beverage and packaged-water sets are under pressure to evolve, and protein-enhanced formats represent one of the higher-margin adjacencies available to retailers willing to carve out cooler space.
Athlete Partnerships
Alongside the product launch, Yesly is formalizing partnerships with two elite distance runners: NCAA champion and 2:04 marathoner Charles Hicks and longtime brand partner Emma Bates, an elite American marathoner who is entering a new chapter as a new mother. Both athletes are expected to appear across digital and social channels, retail activations, and in-person appearances through 2027.
"Charles and Emma understand that progress comes from showing up every day and trusting the process," said Scott Miller, Co-Founder and CEO of Yesly. The athlete strategy reflects a broader bet on the running and endurance community as a primary consumer cohort — a demographic that skews health-conscious, label-literate, and willing to pay a premium for clean-ingredient functional drinks.
Yesly was co-founded by former Essentia Water founder Ken Uptain and Miller, who previously served as Essentia's CEO. That pedigree in premium hydration gives the brand credibility in both retail buyer conversations and consumer-facing storytelling as it pushes into a crowded but fast-moving functional segment.
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.
Frequently Asked Questions
What's the protein source in Yesly Sparkling Protein Water, and why does that matter for my shelf?
It's a blend of whey and collagen — a combination that keeps the drink clear and lightly sparkling instead of thick and milky like traditional protein shakes. That texture distinction is exactly why natural and specialty retailers are giving shelf space to these products; shoppers want functional hydration, not meal replacements.
When can I expect Yesly to approach my chain for distribution beyond Sprouts?
Starting January 2027, Yesly moves to Amazon and TikTok Shop to build direct-to-consumer data before wider rollout. Use the Sprouts exclusivity window to monitor category velocity and consumer response — that scan data will determine whether conventional and c-store chains get pitches in 2027 or 2028.
How does 20 grams of protein at 100 calories and zero sugar stack up against competitors in this space?
That's table stakes for the clear protein-water category right now — brands like Orgain and Isagenix have trained consumers to expect 20g protein with minimal calories and no sugar. Yesly isn't innovating on the nutrition panel; it's betting the five-flavor lineup and the Sprouts-first strategy will drive trial.
Why are emerging brands using natural retail as a testing ground before hitting c-stores?
Natural-channel shoppers skew toward functional beverages and have higher price tolerance, making Sprouts and similar doors ideal for validating demand without the slotting fees and volume commitments required by major c-store chains. Once scan data proves the SKU moves, pitching conventional distribution becomes a conversation backed by numbers.
What consumer trend is driving the protein-water boom right now?
Shoppers are shifting spend from standalone supplements toward functional beverages they consume daily — electrolyte drinks and adaptogen waters have already proven that market. Protein water is the logical next category, capturing that same occasion-driven, everyday-hydration mindset.
