Atlanta-based FORALL Nutrition is going national with a clean-label protein platform built around a single differentiator: complete flavorlessness. Beginning this month, both of the brand's flagship products launch exclusively at all 500-plus Sprouts Farmers Market locations across 25 states, marking the company's first major brick-and-mortar rollout.
The two-SKU lineup addresses a gap in the protein segment that founder Johnny Heffernan calls the "flavor fatigue" problem. "Protein products were too sweet, too flavored, filled with ingredients consumers didn't want, or required changing what they already ate and drank," said Heffernan. His answer was to strip the finished formulation down to its functional core rather than layer on sweeteners, flavors, or gums.
The Products
FORALL WATER+PROTEIN is positioned as the first completely additive-free flavorless protein water on the market. Each 16.9-ounce shelf-stable Tetra Pak delivers 10 grams of European grass-fed whey protein isolate and 40 calories, with no fruit flavors, sweeteners, or artificial additives—only ultra-filtered water, trace minerals, and the whey isolate itself. The format targets on-the-go consumption and is recyclable, a detail likely to resonate with the Sprouts customer base. MSRP is $3.99 per bottle.
The companion product, FORALL PROTEIN powder, is a single-ingredient European grass-fed whey protein isolate delivering 25 grams of protein per serving. Because it carries no flavor profile of its own, it is designed to dissolve invisibly into coffee, oatmeal, soups, sauces, yogurt, smoothies, or baked goods without altering taste. The format speaks directly to consumers who want to fortify foods they already eat rather than adopt a dedicated supplement routine. MSRP is $69.99.
Retail Fit and Category Context
The exclusive Sprouts placement is a strategic fit. Sprouts shoppers skew toward label-literate, ingredient-conscious buyers—precisely the audience that the better-for-you protein segment targets. Kim Coffin, Chief Forager at Sprouts Farmers Market, described the brand as "reimagining established categories in ways that resonate with today's health-conscious consumers," citing the simplicity and versatility of the flavorless format as key selection criteria.
The move arrives as the U.S. protein supplement and functional beverage market continues to expand, driven by mainstream consumer interest in high-protein diets, GLP-1-adjacent satiety strategies, and growing skepticism toward heavily processed formulations. Whey protein isolate—already a gold standard for bioavailability and amino acid completeness—is gaining additional traction in ready-to-drink formats as brands compete to reduce ingredient complexity. Grass-fed sourcing and European provenance add a provenance signal that commands premium retail positioning, consistent with the $69.99 powder price point.
For operators and food innovators, the flavorless isolate format also carries formulation appeal: a true neutral-tasting whey isolate that doesn't require masking agents could simplify co-manufacturing in fortified food applications, from meal kits to foodservice protein boosts. The powder's one-ingredient declaration keeps structure-function claims clean and minimizes regulatory complexity.
FORALL's retail debut also reflects a broader trend in functional protein and hydration toward hybrid positioning—products that sit at the intersection of hydration and protein supplementation—and in clean-label reformulation toward radical ingredient reduction rather than additive substitution.
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.