Four new single-serve stick packs from Jordan's Skinny Mixes put 10 grams of whey protein into two of the most common daily drink occasions — water and coffee — at a price point designed to drive repeat purchase. The launch, effective October 2, adds Protein Refresher STIX and Protein Creamer STIX to the brand's portable lineup, which already includes Refresher STIX and Protein Coffee STIX introduced in April.
The Product Architecture
Protein Refresher STIX mixes into 12–16 ounces of water and comes 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 adds 50 milligrams of caffeine from green tea. Protein Creamer STIX — in Sweet Cream and Cookie Butter — drops into 8–12 ounces of hot or iced coffee, contributing 10 grams of whey protein, one gram of sugar, and 60 calories per stick. Both lines are naturally sweetened, colored, and flavored. Retail pricing lands at $19.99 for six sticks, or roughly $3.33 per serving — a familiar coffee-shop-adjacent price anchor that the brand is using to frame value.
What This Signals for Buyers
The functional beverage aisle is increasingly organized around protein density and portability. Single-serve powder formats have grown as a lower-barrier entry point compared to RTD protein drinks, which carry higher freight and refrigeration costs. For mass and grocery buyers, stick packs are planogram-friendly, ambient-stable, and impulse-purchase-eligible at checkout. The dual-occasion strategy — hydration and coffee — also addresses a real category gap: most protein stick formats target one routine, not both. Jordan's Skinny Mixes is positioning the STIX portfolio as an all-day protein solution rather than a workout-specific add-on, which broadens its merchandising argument to general wellness rather than fitness.
Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes, framed the launch around habit fit rather than nutritional specs: the goal is protein that enters routines people already practice, not a new ritual consumers need to adopt. That positioning has implications for how operators and retail buyers should evaluate placement — endcap and cross-merchandising with coffee or water categories may outperform a protein-aisle set for this SKU.
Operator and Vendor Takeaway
For foodservice operators — particularly hotel grab-and-go, fitness-adjacent café concepts, and convenience-focused QSR formats — the $3.33 per-serving price point and ambient shelf life make these packs a credible add-on sell alongside bottled water or single-serve coffee. The electrolyte content in the Refresher line also makes it relevant for gym-adjacent hospitality environments. Brands watching this launch should note that the STIX format is building toward a full day-part portfolio, a structure increasingly familiar to beverage brand-launch strategy in the better-for-you space. Vendors and brokers tracking protein ingredient trends can find additional context in our operator intelligence coverage of functional beverage procurement shifts.
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.
