Plenish launches clean-label vegan protein powders at premium price

Plenish has stepped into protein powder with a premium-priced vegan range that pushes the brand further from its nut milks and health shots roots and deeper into everyday wellness. The new line, now listed on Plenish’s site, comes in Madagascan Vanilla and Cocoa & Sea Salt, with each pouch containing 30 servings and carrying a £45.00 price tag. Plenish says the powders deliver 20g of protein per serving, plus a source of fibre, and shipping is set from the week commencing 20 April 2026.

The launch leans hard into clean-label positioning at a moment when protein shoppers are judging products on simplicity as much as performance. Plenish says the formula uses just 7 naturally sourced ingredients and contains no preservatives, oils, additives or artificial flavours. On its preorder page, the brand frames the product as “clean protein” with “nothing to hide” and “everything to gain,” while stressing ingredients consumers “know how to pronounce.” That language puts ingredient transparency at the center of the pitch, not just protein content.

For Plenish, the move marks a meaningful category expansion. Founded in 2012 by Kara Rosen after she moved from New York to London, the brand built its name on cold-pressed juices and organic nut milks before adding functional shots. Britvic acquired Plenish in 2021 and described the business at the time as fast-growing, noting that direct-to-consumer sales were rising by more than 100% a year. Britvic also said then that the UK non-soya plant-based milks market had expanded more than tenfold over the prior decade and was on track to pass £500 million in retail sales by 2024.

The protein launch fits that longer arc. Grand View Research puts the UK plant-based protein supplements market at US$95.2 million in 2023, with growth to US$156.7 million by 2030. Mordor Intelligence says pea protein is among the fastest-growing plant-protein segments in the UK, while functional nutrition products are expected to keep expanding through 2031. Those figures help explain why Plenish is reaching beyond beverages and into a category where clean-label claims, plant-based sourcing and premium pricing can still carve out space.

By moving protein powder into the same wellness language that helped build its drinks business, Plenish is making a clear bet: consumers are ready for protein products that feel less like sports nutrition and more like pantry staples.