The Launch
Jordan's Skinny Mixes is pushing deeper into the functional-beverage aisle with Protein Refresher STIX and Protein Creamer STIX, four single-serve formats that add 10 grams of whey protein to water or coffee. The rollout, effective October 2, extends a STIX lineup that already includes Refresher STIX and Protein Coffee STIX introduced in April, giving the brand a portable protein offering across two distinct dayparts.
The products retail at $19.99 for six sticks — roughly $3.33 per serving — positioning them against ready-to-drink protein shakes and coffeehouse add-on options. For foodservice and convenience operators watching consumer crossover from retail, the per-serving price point signals where better-for-you beverage customization is heading in self-serve and grab-and-go formats.
Product Breakdown
Protein Refresher STIX are designed to mix with 12–16 fluid ounces of water and arrive in Cherry Limeade and Peach Green Tea. Each stick delivers 10 grams of whey protein, 470 milligrams of electrolytes, zero sugar, and 60 calories. Cherry Limeade is caffeine-free; Peach Green Tea contributes 50 milligrams of caffeine from green tea. Both are naturally sweetened, colored, and flavored — attributes that align with cleaner-label demand increasingly visible across the non-alcoholic beverage segment.
Protein Creamer STIX target the morning and afternoon coffee occasion in Sweet Cream and Cookie Butter varieties. Each stick provides 10 grams of whey protein, one gram of sugar, and 60 calories, and is designed to dissolve into 8–12 ounces of hot or iced coffee when frothed or shaken. Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes, framed the rationale plainly: "Protein Refresher and Protein Creamer STIX bring protein into drinks people already reach for, with flavors that make those moments something to look forward to."
Market Context
The dual-format strategy reflects a broader pivot in the non-alcoholic beverage and functional-food categories: consumers are no longer satisfied with protein that tastes medicinal or demands a dedicated consumption ritual. Single-serve, portable formats have gained meaningful shelf space at mass and grocery retail, and the convenience channel is increasingly stocking similar SKUs as an off-premise complement to prepared beverage bars. The hydration-plus-protein combination — electrolytes alongside whey — also echoes formulation trends seen across sports nutrition and wellness-oriented RTD launches in 2025 and 2026.
For operators in coffee and cafe segments, the creamer stick format is worth monitoring as a self-serve or grab-and-go addition. The mix-in occasion — adding a stick to a cup purchased at a foodservice counter — represents an upsell opportunity that requires no blending equipment and minimal labor, factors that matter at the unit-economics level in high-throughput daypart settings. Jordan's Skinny Mixes distributes across mass and grocery retailers, Amazon, and direct-to-consumer via SkinnyMixes.com, keeping the brand within reach of foodservice buyers evaluating retail-adjacent product for grab-and-go sets.
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.
