Carrie Underwood launches HiNote, a protein drink mix for busy women

Can a star-backed protein brand win by selling convenience, balance, and identity as much as nutrition? Carrie Underwood’s HiNote is making that case with a drink mix aimed squarely at busy women, and its first product is built to look more like a daily staple than a gym supplement.

Launched on May 6, HiNote’s first product, Everyday Energy Daily Nutrition Drink Mix, packs 20 grams of protein, split between 15 grams of clear whey and 5 grams of collagen, along with 5 grams of fiber, fruits and vegetables, greens, superfoods, and vitamin B. The formula is also positioned as no-added-sugar and caffeine-free, a clear break from the stimulant-heavy energy drinks and pre-workout powders that dominate the category’s louder end. HiNote says the mix contains 13 fruits and vegetables, vitamins, minerals, and antioxidants, and lists the drink at 110 calories and 0 grams of sugar.

The brand’s real pitch is utility. HiNote says the drink should be shaken or blended, with about 30 seconds needed for the foam to settle, and it comes in Berry Medley, Juicy Peach, and Strawberry Lemonade. That kind of format speaks to the part of the protein market that has moved beyond post-workout recovery and into morning fuel, midday support, and a nutritional bridge when appetite is low. In that sense, HiNote is not trying to out-muscle the old protein shake playbook so much as reframe it for everyday use.

Underwood is extending that same logic beyond the tub and scoop. Her fit52 app is becoming HiNote Life, a broader platform with video-guided workouts, personalized programs, simple wholesome meals, and community support. HiNote says the app has more than 500,000 women, giving the launch a built-in audience and a lifestyle layer that makes the product feel less like a one-off supplement and more like a routine. For a brand aimed at consistency, that matters as much as the formula itself.

The celebrity credibility is not incidental. Underwood became BODYARMOR’s first celebrity partner in January 2021, a role that tied her to national advertising and helped establish her in hydration and active-lifestyle branding before HiNote ever arrived. Add in her earlier work with CALIA and fit52, and HiNote reads as a continuation of a longer wellness strategy rather than a sudden licensing play.

The timing also fits the market. The 2025 IFIC Food & Health Survey found that high protein was the most common diet Americans followed in the past year, and that 71% of Americans were trying to consume protein. Mintel’s 2025 food and drink trends likewise pointed to rising attention on protein and fiber. HiNote is stepping directly into that demand, betting that the next protein winner is not built for bodybuilders, but for women trying to get through a day with something simple, functional, and easy to repeat.