Jordan's Skinny Mixes is expanding its portable STIX portfolio with four new single-serve SKUs that bring whey protein into two high-frequency beverage rituals — hydration and coffee — at a $3.33 per-serving price point designed to drive repeat velocity in mass and grocery.
The launch comprises Protein Refresher STIX, available in Cherry Limeade and Peach Green Tea, and Protein Creamer STIX in Sweet Cream and Cookie Butter. Each stick delivers 10 grams of whey protein and 60 calories. The refreshers mix with 12–16 ounces of water and carry 470 milligrams of electrolytes and zero sugar; the creamers blend into 8–12 ounces of hot or iced coffee with one gram of sugar. All four SKUs are naturally sweetened, flavored, and colored. A six-count pack retails at $19.99, positioning the line between premium RTD protein beverages and mainstream powder tubs on the category shelf.
Retail & Distribution Footprint
The new STIX SKUs are entering the brand's existing distribution network across mass and grocery retailers as well as Amazon and direct-to-consumer via SkinnyMixes.com. The single-serve stick format — already proven for the brand through its earlier Refresher STIX and Protein Coffee STIX, which launched in April — supports strong planogram placement in functional beverage adjacencies and checkout-lane impulse sets. The compact footprint also lends itself to clip-strip and on-shelf merchandising programs without demanding dedicated floor stack or end-cap real estate, lowering the barrier for incremental TDP gains in competitive beverage aisles.
Category & Competitive Context
The functional beverage and protein supplement categories have seen sustained shelf expansion across grocery and mass channels, with Circana scan data tracking consistent dollar and unit growth in the better-for-you drink enhancer segment. Powder-to-liquid protein formats are gaining ground as consumers look for lower-cost and more portable alternatives to $4-plus RTD protein shakes. Jordan's Skinny Mixes is positioning the STIX line to intercept both the morning coffee occasion — a high-frequency, high-loyalty ritual — and the midday hydration occasion increasingly associated with electrolyte and functional water brands.
The protein creamer angle is particularly notable for grocery buyers. The flavored coffee creamer set is one of the most active planogram battlegrounds in center store, with private-label own-brand and national brands competing aggressively on HiLo pricing and TPR depth. A premium, protein-fortified single-serve creamer at $3.33 per serving carves out a functional tier above conventional liquid creamers, rather than competing on everyday low price. Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes, framed the product rationale around routine fit: "Protein Refresher and Protein Creamer STIX bring protein into drinks people already reach for, with flavors that make those moments something to look forward to."
For grocery category managers, the four-SKU drop expands the brand's ability to span multiple dayparts — morning coffee, midday hydration — within a single modular STIX section. That daypart breadth improves the case for dedicated shelf real estate versus a single-occasion item. Operators in the functional beverages and better-for-you snacks and supplements segments will want to watch velocity data over the first two quarters to evaluate whether the protein creamer SKUs can sustain turn rates that justify premium facings in a high-competition set.
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.
