Vieve Protein Water is the textbook product. Consumers want more protein, in a convenient format and they want it to be refreshing (not like a 'shake'). It is not so much sports nutrition has gone mainstream, but protein has become a better for you water. 

Raf Rozenson is the CEO and founder of Vieve Protein Water and offers us his insights into the why he started the brand, who his consumers are and the challenges of building a protein RTD in today's market, not least the influence of DTC and Amazon versus traditional bricks and mortar retailers.