Wellness challenger brand Bloom Nutrition has announced a significant expansion of its functional portfolio, introducing Bloom Clear Protein. The new product line represents a modern evolution of the traditional protein powder category, formulated to deliver a lighter, juice-like consistency rather than the heavy, milky texture associated with standard whey shakes.
The launch has secured a major retail foothold, debuting exclusively at Target.
Formulation Strategy: Performance Meets Beauty
The product is engineered to serve a dual function: muscle recovery and aesthetic wellness. Bloom differentiates the SKU by utilising clear whey isolate—a highly filtered form of whey that removes the majority of carbohydrates, fats, and lactose—blended with grass-fed collagen peptides.
Key Technical Specifications:
Protein Content: 20g per serving (meeting approx. 30% of daily needs).
Texture Profile: "Juice-like" and easy to digest, avoiding the heaviness of whey concentrates.
Nutritional Claims: Sugar-free, fat-free, and low-calorie.
Functional Benefits: Supports lean muscle maintenance alongside "beauty benefits" derived from collagen.
Flavour Architecture: The line launches with two fruit-forward profiles designed to mix clearly with water:
Strawberry Watermelon
Raspberry Lemon
The development of the product was informed by research indicating that nearly half of American women fail to meet their daily protein requirements. Bloom aims to close this gap by removing the sensory barriers (texture and taste) that often deter consumers from the category.
Mari Llewellyn, Co-Founder of Bloom, commented on the accessibility angle:
"Getting enough protein shouldn't feel like a chore. With Clear Protein, we're expanding the ways to enjoy it by offering the Bloom community a refreshing, functional, and genuinely delicious option that makes hitting protein goals feel easier."
Greg LaVecchia, Co-Founder and CEO of Bloom Nutrition, positioned the launch as a response to shifting consumption habits:
"As the protein category evolves, there's a clear need for options that feel lighter, more digestible, and more aligned with how people actually consume nutrition today. Clear Protein represents where the category is headed and how Bloom continues to lead that shift."
Bloom Nutrition Partners with Target to Launch Hybrid 'Clear Protein' Line
