I tried all 6 of Soho House's new $12 fitness smoothies. They put regular protein shakes to shame.
Briefly

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.
Read at Business Insider
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