Atlanta-based FORALL Nutrition is going national this October, placing two flavorless protein products exclusively across all 500-plus Sprouts Farmers Market locations in 25 states — a retail footprint that gives the startup immediate broad-scale distribution without a conventional grocery rollout.
The launch marks one of the more direct bets in the functional-beverage and sports-nutrition segment on consumer fatigue with heavily flavored, additive-laden protein formats. Both SKUs are built around what the brand calls a "Deliciously Flavorless" positioning: FORALL WATER+PROTEIN, a 16.9-ounce Tetra Pak delivering 10 grams of protein and 40 calories at a $3.99 MSRP, and FORALL PROTEIN, a one-ingredient European grass-fed whey protein isolate powder providing 25 grams of protein per serving at $69.99 MSRP.
The Product Logic
The protein-water SKU uses ultra-filtered water, trace minerals, and European grass-fed whey protein isolate — no sweeteners, no fruit flavoring, no thickeners. The shelf-stable, recyclable Tetra Pak format positions it in the grab-and-go hydration set rather than the refrigerated sports-drink cooler, a channel distinction that broadens its placement options for foodservice-adjacent retail and convenience operators watching the functional-hydration segment.
The powder is intentionally single-ingredient: whey protein isolate, nothing else. The pitch to Sprouts shoppers — and to the broader clean-label consumer cohort driving growth in natural and specialty channels — is versatility: the powder dissolves into coffee, soups, sauces, oatmeal, or baked goods without altering flavor profile. That positions it closer to a culinary ingredient than a conventional supplement, a framing that has gained traction as protein consumption has moved well beyond gym culture into everyday meal occasions.
Sprouts as Launch Vehicle
The Sprouts exclusivity agreement gives FORALL a curated, label-conscious customer base for the initial national push. Sprouts operates more than 500 stores and has cultivated a reputation as a first-mover for emerging wellness brands, making it a preferred launch partner for early-stage CPG companies targeting health-oriented shoppers before attempting mass-channel expansion.
Kim Coffin, Chief Forager at Sprouts Farmers Market, framed the partnership as consistent with the retailer's category-discovery mandate. "FORALL's innovative approach to protein offers a new level of simplicity and versatility, making it easier for customers to meet their nutrition goals," Coffin said.
Founder Johnny Heffernan traced the platform's origin to a personal health event that pushed him toward additive elimination. The powder SKU, he noted, was a direct response to consumer demand generated by the water product: shoppers who experienced a flavorless protein water asked for a home format that behaved the same way. That demand signal — consumer-validated before a wide retail launch — is the kind of pre-distribution proof point that specialty retailers increasingly require before committing shelf space.
For foodservice operators and retail dietitians watching the functional-nutrition corridor, the FORALL rollout reflects a broader ingredient-forward trend reshaping the sports-nutrition and functional-beverage categories. Clean-label protein formats with minimal processing and single-ingredient transparency are outpacing flavored mass-market tubs in specialty and natural channels, a dynamic that intersects with growing operator interest in protein-forward menu and grab-and-go offerings. Whether FORALL's flavorless platform can sustain velocity beyond its launch window at Sprouts will depend on trial conversion and repeat — metrics that will define whether the brand pursues broader channel expansion or deepens its natural-specialty footprint.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
