Juice Protein debuts as Brazil’s first prebiotic protein juice, offering 15g of protein, added prebiotics, and orange, apple, and grape flavors.
Moving has announced the launch of Juice Protein. The company is introducing it as Brazil’s first prebiotic protein juice. In addition, the drink is positioned around convenience, performance, and health support in a single bottle.
Each serving delivers 15g of protein and includes prebiotics in the formulation. The product arrives in three flavors: orange, apple, and grape. This way, the launch targets consumers looking for functional options in everyday routines.
A fast-growing wellness market
The launch follows the rapid expansion of the global wellness market. According to the Global Wellness Institute, the wellness economy already totals US$ 6.3 trillion. In addition, it is projected to approach US$ 9 trillion by 2028.
In this context, healthier and functional beverages are gaining momentum. Consumers increasingly want less sugar, more functionality, and brands aligned with active lifestyles. Therefore, products with clear benefits are taking more shelf space.
Juice, protein, and prebiotics
By combining juice, protein, and prebiotics, Juice Protein positions itself within the functional beverage category. Prebiotics help feed beneficial gut bacteria and support microbiota balance. Meanwhile, protein contributes to satiety and muscle recovery.
The concept targets people who train, work, and study while staying on the move. In this way, it aims to fit both post-workout moments and mid-afternoon breaks. However, the brand also frames it as an alternative to sugary drinks.
“We noticed many people wanted something between soda and a whey shake—a light, great-tasting drink that truly delivers protein and functionality. With Juice Protein, we’re placing on shelves an option that fits real life: it works post-workout, but also at the office, at college, or mid-afternoon, with a clear benefit for the body,” says Fernando Gorayeb, Moving’s co-founder and co-CEO.
With the release, Moving strengthens its positioning in healthy, functional beverages. As a result, the company aims to connect with consumers who value purpose and tangible benefits. Finally, the brand bets on an experience that blends taste, wellness, and an active lifestyle.