What’s Happening
OATH has launched its new Sparkling Energy + Protein drink at Target, expanding its presence in retail with a hybrid functional beverage.
The product combines a clear whey protein base with energy ingredients in a carbonated format. Each can delivers 10 grams of protein, zero sugar, and 100mg of caffeine, positioning it as a crossover between an energy drink and a protein beverage.
The drink is marketed as a “sparkling” option, offering a lighter, soda-style experience compared to traditional ready-to-drink protein shakes. This format aligns it more closely with the growing functional beverage category rather than standard supplement drinks.
The initial rollout includes multiple fruit-forward flavors, with retail listings and social posts highlighting options like Citrus. The product is available in single cans at Target, where it is placed within the store’s functional beverage and sports nutrition sections.
Why It Matters
This launch continues the shift toward multi-functional beverages that combine protein and energy in a single format.
By entering Target, the product is positioned for broader consumer exposure, moving beyond niche supplement channels and into a more mainstream retail environment where convenience and accessibility drive trial.
Bigger Picture
The line between energy drinks and protein beverages is continuing to blur as brands experiment with new formats.
Carbonated, clear protein drinks are becoming a key area of innovation, offering an alternative to traditional shakes while expanding how and when consumers use protein products.