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  • Protein has muscled its way into the mainstream
  • Protein has muscled its way into the mainstream
    Without Walls (2014) ©
CASE STUDY

Upbeat: a sports drink for ‘protein princesses’

Protein is no longer just for pumped-up gym boys, it’s for girls too. ‘Protein princesses’ – women who work out between four and five times a week – are driving sales of powders, shakes and bars. But how is shake brand Upbeat proving so popular with women both in and out of the gym?