Founded by Joe Cray and Ellie Meredith, Betta was created to meet growing demand for protein in a format that feels more relevant to everyday life. Light, crisp and packed with 15g of protein per can, Betta’s range is made with all-natural fruit juices, contains no added sugar and includes nothing artificial.
Launching with three flavours – Pineapple & Passionfruit, Pink Grapefruit & Guava and Cherry & Raspberry, the brand is positioned as a refreshing alternative within the fast-growing protein category. It is designed to appeal not only to gym-goers but also to a broader audience looking for accessible ways to support active lifestyles.
With the tagline ‘Protein. Refreshed.’, Betta is designed to empower movement in everyday life, from paddles to pedals, reps to steps.
The idea for Betta began while Cray and Meredith were in Bali, where they were trying to maintain their protein intake while staying active in a hot climate. After exercising in the heat, they found traditional protein shakes and bars felt heavy and unrefreshing, particularly after activities such as running, surfing or training.
The experience highlighted a gap in the market for a lighter, more refreshing protein format, particularly as consumer demand for convenient, health-forward beverages continues to grow. Instead of another shake, the founders began exploring the idea of a drink that felt closer to a soda than a traditional protein product. This led to the creation of Betta – a lightly sparkling protein drink designed to offer a more refreshing and accessible format for everyday protein consumption.
Protein has become one of the most talked-about nutrients in modern diets, with more consumers actively increasing their daily intake. At the same time, demand for better-for-you drinks continues to grow across retail and hospitality.
However, much of the protein category remains dominated by thick shakes and dense bars, formats that can feel heavy, overly processed and less suited to everyday consumption.
Betta was developed to offer a different approach, introducing a lightly sparkling protein soda designed to sit more naturally alongside soft drinks and modern wellness-led beverages.
Each can contains 15g of plant protein, with over 70% of calories coming directly from protein. The drink is formulated using hydrolysed pea protein, which is broken down into smaller peptide fragments to support easier digestion and a smoother drinking experience.
Rather than relying on gums, oils or heavy stabilisers often found in ready-to-drink protein products, Betta has been formulated using carbonation, acidity and natural ingredients to create a light, crisp and refreshing finish.
Joe Cray, co-founder of Betta, said: “Protein has become a much bigger part of how people think about everyday nutrition, but the formats available haven’t really kept up. So much of the category still feels heavy, overly functional and geared towards a very specific type of consumer. We wanted to create something that felt far more accessible. A drink that was refreshing, convenient and easy to enjoy as part of everyday life.”
Ellie Meredith, co-founder of Betta, added: “A lot of the protein category still feels geared towards a very specific type of consumer and occasion. We wanted to create something that fits more naturally into everyday life. Betta is designed to feel far more accessible. Whether someone has just finished a workout, been out for a walk, or simply wants a lighter protein drink during the day, it is a refreshing way to increase protein intake without the heaviness of traditional formats.”
Betta launches at a time when consumers are increasingly looking for products that combine nutrition, convenience and refreshing flavour.
With its lighter format and broader positioning, the brand aims to appeal to consumers seeking protein beyond traditional sports nutrition cues.
Betta will initially launch online with the brand actively seeking retail, hospitality and distribution partnerships as they look to expand the brand’s availability across the UK.
