The First Choice High Protein ready-to-drink range has unveiled new products designed to meet diverse lifestyle and fitness needs.
Building on the success of its original milk-based High Protein Recovery drink, the brand has introduced High Protein Max (27g), alongside a reformulated High Protein Recovery (21g).
Functional drinks with real health benefits
According to Marisa Maccaferri, Marketing Executive at Woodlands Dairy and First Choice, the expansion was shaped by local consumer insights and global wellness trends.
“People are increasingly choosing functional drinks with real health benefits. Protein leads this movement, and High Protein is at the forefront, offering a range that makes it easier to get the right amount of protein, whether you’re focused on wellness, active living, or high-performance training,” she says.
The new range will include:
- High Protein Recovery (21g): Reformulated High Protein Recovery, now with a smoother mouthfeel and 21g of protein per 250ml serving. Includes over 4g of BCAAs for reduced muscle soreness, plus high calcium, high energy, and enriched with eight added B vitamins.
- High Protein Max (27g): A powerhouse for high-intensity athletes, packed with 27g of protein per 250 ml serving. Includes 6g+ of BCAAs, magnesium, eight B vitamins, calcium, and high energy. Designed to support muscle recovery, strength development and endurance at peak performance levels.
Consumer-led innovation
Thulile Memela, Brand Manager at First Choice, highlights the consumer-led innovation: “The feedback from athletes and active consumers shaped this evolution. They wanted better taste, more choice, and functionality they could trust. With High Protein Recovery and High Protein Max, we now offer a high-protein solution for everyone, whether you’re training hard, living actively, or simply making healthier daily choices.”
Recovery (21g) is low-fat, while Max (27g) is fat-free, both with no added sugar. Each product is developed with a flavour-first approach, delivering indulgent taste profiles that consumers will love to enjoy.
She adds that the new formulations directly align with the rising demand for functional nutrition:
“South African consumers are more educated and proactive about their health, looking for clean labels, protein-rich diets, and on-the-go wellness. High Protein delivers a convenient, locally made, and nutritionally powerful solution for modern lifestyles,” continues Memela.
Balanced taste, texture, and nutrition
In collaboration with NPD food scientists and flavour experts, the team perfected the balance of taste, texture, and nutrition by using Milk Protein Concentrate (a 20% whey, 80% casein blend) to deliver both fast and slow protein release.
The range features consumer-favourite flavours, such as Double Berry, Peanut Butter, Chocochino, Strawberry, and Salted Caramel, the latter added in response to strong demand for indulgent yet functional options.
The range will be available at leading retailers, including Dis-Chem, Checkers, Pick n Pay, Spar, pharmacies, as well as online through Takealot, Uber Eats, and selected convenience stores.
Recommended Retail Prices (250ml):
- High Protein Recovery (21g): R24.99
- High Protein Max (27g): R43.99
Author: Pedro van Gaalen
When he’s not writing about sport or health and fitness, Pedro is probably out training for his next marathon or ultra-marathon. He’s worked as a fitness professional and as a marketing and comms expert. He now combines his passions in his role as managing editor at Fitness magazine.