Plenish disrupts protein category with ultra-clean label debut

Plenish, currently the UK’s fastest-growing dairy alternatives brand, has officially signalled its intent to disrupt the high-growth functional nutrition sector with the launch of its first-ever plant-based protein powders.

The move marks a strategic expansion for the Carlsberg Britvic-owned brand, pivoting from the refrigerator to the pantry with a value proposition centred on clean protein. Available in Madagascan Vanilla and Cocoa & Sea Salt, the range addresses a significant transparency gap in the current protein market by utilising just seven naturally sourced ingredients per formula.

 While the plant-based protein market is projected to reach approximately $35 billion by 2030, many legacy products rely heavily on thickeners, artificial sweeteners, and emulsifiers to mask the earthy notes of vegan proteins.

Plenish is betting that the modern consumer — specifically the two-thirds of Brits who now prioritise fibre and ingredient simplicity — is willing to pay a premium for a stripped-back deck. The new powders offer:

• 20g of high-quality pea protein per serving.
• Zero artificial additives: no sweeteners, preservatives, or gums.
• A source of fibre: meeting the “multi-benefit” demand of 66% of UK consumers.
• Complete amino acid profile: ensuring functional parity with animal-based or more complex synthetic alternatives.

The launch reflects a broader industry shift toward multi-objective wellness products. As Russell Goldman, managing director of Breakthrough Brands at Carlsberg Britvic, notes, consumers no longer want to choose between hitting a protein target and maintaining a clean diet.

“We know today’s consumers expect more from their wellness products and want multiple health objectives in a single product,” says Goldman. “Consumers using protein powders want to hit their protein goals while keeping things simple, and enjoying added benefits like fibre, without having to compromise on taste.”

Plenish is positioning the range at a premium price point of RRP £45 for 30 servings, reflecting the high cost of sourcing premium natural ingredients like Madagascan vanilla. By focusing on a clean-label pea-based formula, Plenish is targeting the affluent wellness segment that already utilises its nut milks and juices.

The powders will launch direct-to-consumer via plenishdrinks.com on 20 April 2026, followed by a rollout on Amazon on 27 April.