What’s Happening
RYSE has officially brought its Clear Whey Protein powders to Target, marking a major retail expansion for the brand’s fast-growing clear protein category.
The rollout includes its collaboration with Country Time Lemonade, one of the brand’s most recognizable flavor partnerships, now available in both single-serve sticks and 20-serving tubs at Target locations and online.
Each serving of the clear whey formula provides 22 grams of protein, designed to deliver a lighter, juice-like alternative to traditional milk-based protein shakes.
The product is positioned around a “clear protein” format, meaning it mixes into a transparent, fruit-flavored drink rather than a creamy shake. This aligns it more closely with hydration-style beverages while still delivering a full protein serving.
At Target, the 20-serving tubs are listed at $39.99, with single-serving stick packs also available at a lower entry price.
The Target rollout also includes additional flavors under the clear protein line, such as Kool-Aid Tropical Punch, expanding the brand’s presence in the retailer beyond a single SKU.
Why It Matters
This move represents a significant step in pushing clear whey protein into mainstream retail.
By landing in Target, the product is positioned for a much broader audience beyond specialty supplement stores, especially with recognizable flavor collaborations like Country Time. The lighter, juice-style format also lowers the barrier for consumers who avoid traditional protein shakes.
Bigger Picture
Clear protein is quickly becoming one of the most important innovations in the protein category.
Brands are shifting away from heavy, milk-based shakes toward lighter, more refreshing formats that fit into everyday hydration habits. Retailers like Target are accelerating that shift by giving these products premium shelf space and access to mainstream consumers.