Naked Smoothies is expanding its ready-to-drink lineup with two protein-forward SKUs — Chocolate Banana Protein and Blueberry Cheesecake Protein — timed to National Smoothie Day on June 8. The Chicago-based brand, which has operated in the smoothie category for more than four decades, is positioning both products around real fruit, plant-based protein, and no added sugar, hitting the functional-beverage brief that has become a consistent driver of retail and foodservice beverage velocity.
Neither unit-level placement data nor wholesale pricing were disclosed in the launch announcement, but the product architecture — convenient single-serve format, protein fortification, no added sugar — maps directly to the daypart opportunity operators have been chasing in grab-and-go cooler sets and self-serve beverage programs. Foodservice buyers sourcing RTD smoothies for convenience-forward formats will note the dual positioning: indulgent flavor profiles (cheesecake, chocolate-banana) layered over a functional benefits claim, a combination that tends to outperform plain-label protein options on velocity in c-store and fast-casual contexts.
The broader better-for-you beverage segment has absorbed significant operator attention over the past 18 months as chains reconfigure their beverage menus to capture the functional-drink consumer migrating from carbonated soft drinks. Plant-based and protein-forward RTDs have posted consistent category gains, with operators from QSR to campus foodservice adding cooler doors and expanding non-carbonated SKU counts. Naked's move to layer craveability — dessert-adjacent flavor cues — onto a protein platform reflects the same premiumization pressure reshaping the grab-and-go daypart across noncommercial and fast-casual channels.
Labor and supply dynamics also favor pre-packaged RTD formats. Operators under margin pressure are increasingly substituting made-to-order blended smoothie programs — which carry equipment, labor, and waste costs — with curated RTD cooler assortments that require minimal labor investment and deliver predictable shrink management. A brand with Naked's 40-year retail footprint brings consumer recognition that reduces the sampling friction operators typically encounter when introducing new beverage SKUs to unfamiliar guests.
No franchisee development terms, AUV contribution data, or foodservice-specific distribution agreements were announced alongside the retail launch. Operators evaluating the SKUs for institutional or chain placement should expect standard grocery and natural-channel distribution as the initial route to market, with foodservice-directed pack formats and pricing structures typically following successful retail velocity builds. Food & Beverage Magazine has tracked the brand's broader portfolio push into functional nutrition as consumer demand for on-the-go wellness options continues to climb.
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.