Protein shakes have transitioned from basic, lumpy drinks to visually appealing and flavorful smoothies in luxury settings. Soho House has introduced a line of designer protein smoothies named after its branches, featuring blends of whey or plant-based protein with various fruits and superfoods. Each smoothie is priced at $12 and available in select cities. This trend showcases a growing market for expensive smoothies with functional ingredients, with similar offerings already popular at other fitness-related brands like Barry's Bootcamp and Equinox.
With wispy swirls and a cloud-like texture, the designer protein smoothies at Soho House looked like zoomed-in snippets of an Impressionist painter's take on a Mediterranean sunset.
Expensive smoothies with functional add-ons are not new. Jamba Juice sells plenty of $9 smoothies, and Joe and The Juice's protein shakes, which launched in June 2024, go for $14.50.
Soho House is just the latest luxury brand to launch a range of elite protein smoothies for its wellness-crazed clientele.
The smoothies feature different blends of either whey or plant-based protein powder with fruits, plant milk, supplements like creatine, and buzzy "superfoods" including chia seeds and matcha.
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