The News
Playa Bowls announced the launch of Protein Clouds, a line of high-protein smoothies and bowls. The 16 oz. smoothies offer 16-17 grams of protein and 330 calories, while the 20 oz. versions provide 30+ grams of protein. The products include acai, blue spirulina, whole fruits, and USDA organic coconut milk with MCTs and B12. They are designed for active lifestyles and wellness support.
When Playa Bowls rolled out its Protein Clouds line on April 9, the industry’s headlines framed it as a new chapter in functional wellness for the smoothie aisle.
The PR calls Protein Clouds a “high‑protein” offering aimed at GLP‑1 users—a segment that’s increasingly looking for nutrient‑dense options without the bulk of traditional meal replacements. The line includes 16‑ounce smoothies with 16–17 g of protein and 330 calories, and larger 20‑ounce versions delivering 30 g or more. While Playa is a plant‑forward brand, the new line also features whey‑based vanilla protein.
Playa highlighted that its earlier viral hit, Tidal Wave Smoothie, sold over 50,000 units during its launch window and generated 1.8 million views. Those figures point to an appetite for bold flavor combinations but also underscore the need to stand out in a crowded market.
The functional beverage sector is projected at $18.6 billion in 2025, with high‑protein drinks making up roughly 23 % of that segment—or about $4.3 billion in sales. Yet despite this growth, smoothie chains have seen a 12 % decline in same‑store sales from 2023 to 2025, driven by higher ingredient costs and competition from ready‑to‑drink alternatives. Playa Bowls’ estimated 6 % share of the overall smoothie chain market—compared with the top three chains that together command 41 %—positions it as a challenger brand that must lean on its loyalty program, Playa Rewards, to drive incremental growth.
The FDA’s 2025 guidance on GLP‑1–targeted foods adds another layer of complexity. Products aimed at this segment may not use explicit medical claims unless they’re approved as meal replacements or medical foods. Consequently, Playa Bowls cannot label Protein Clouds as a weight‑loss aid or claim it will “directly influence blood sugar.” The brand’s focus on balanced, nutrient‑dense options is therefore a compliance requirement that operators must keep in mind when promoting the line to consumers and in their own sales pitches.
Because Playa does not currently offer these items wholesale, distributors should frame any push for Protein Clouds as a functional wellness product rather than a medical food. That framing determines whether a distributor can use certain health‑benefit claims on packaging or point‑of‑sale materials.
Retailers and on‑premise operators should avoid positioning the line as a weight‑loss solution; instead, they can highlight its high protein content for athletes, fitness enthusiasts, or anyone looking for a nutrient‑dense snack.
In practice, Playa Bowls’ marketing team will need to refine messaging across all touchpoints—store displays, digital ads, and loyalty communications—to stay within FDA guidance while still tapping into the 23 % share of functional drinks that consumers are actively buying.
Operators should align product placement with consumer intent: positioning Protein Clouds in a health‑conscious aisle or as part of a “protein‑packed” menu can drive repeat purchases without risking regulatory backlash.
Given the FDA’s 2025 guidance on GLP‑1 claims, Playa Bowls must avoid any explicit weight‑loss language in its marketing.
Original Press Release
Playa Bowls is continuing its leadership in functional wellness with the launch of Protein Clouds, a new line of smoothies and bowls that bring together high-quality protein with superfoods, whole fruits, and nutrient-dense ingredients to meet growing demand for high-protein, functional solutions. Featuring antioxidant-rich acai and blue spirulina, alongside whole fruits and USDA organic coconut milk with MCTs and B12, the Protein Clouds smoothies and bowls deliver next-level flavor with protein, fiber, antioxidants, and a host of functional benefits to support sustained energy, recovery, and everyday wellness.
The 16 oz. Protein Clouds smoothies were specifically designed with GLP-1 users in mind, offering a smaller portion with 16 to 17 grams of protein, fiber-rich ingredients, antioxidants, and as few as 330 calories. Crafted as a balanced, nutrient-dense option, they deliver a satisfying experience with vibrant flavors and a visually appealing presentation that feels as good as it looks.
With 20 oz. smoothies delivering 30 grams or more of protein and bowls offering a high-protein option, these Protein Clouds items are designed for those seeking more substantial choices throughout the day. Built to fuel active routines, they fit seamlessly into post-workout recovery, as an on-the-go meal, or as a satisfying pick-me-up to help meet protein goals.
"With any menu innovation, we focus on creating items that deliver across every dimension, from nutritional benefits and ingredient quality to taste and visual appeal," said Danielle DeAngelo, director of research and development at Playa Bowls. "These Protein Clouds offerings go beyond a traditional protein powder add-on by combining high-quality protein options with superfoods, whole fruits, and thoughtfully selected ingredients that support both function and flavor."
Available April 9, the Protein Clouds line includes:
Superberry Cloud Bowl (20g protein): A superfood-forward bowl featuring Playa's Power Acai Blend on one half and Power Blue Spirulina Blend on the other. Each blend is made with vanilla protein delivering 20g per bowl, topped with strawberry, blueberry, blueberry flax granola, and finished with coco whip.
Tropical Cloud Bowl (20g protein): Playa's superfood-powered Power Acai Blend and Power Blue Spirulina Blend are featured side by side, each made with vanilla protein and delivering 20g per bowl, layered with pineapple and mango, and topped with blueberry flax granola and coco whip for a bright, tropical finish.
Superberry Cloud Smoothie (up to 31g of protein): Playa Acai and chocolate protein blended with strawberry, banana, and coconut milk for a superfruit-forward sip.
Tidal Wave Smoothie (up to 31g of protein): A viral fan-favorite—with more than 50,000 sold during its initial launch and 1.8 million views—this smoothie features vanilla protein, Playa Coconut® base, banana, pineapple, and blue spirulina, blended with coconut milk and finished with coco whip.
Golden Cloud Smoothie (up to 31g of protein): A smooth, tropical blend of vanilla protein, pineapple, mango, banana, and coconut milk, finished with coco whip.
"This menu was created to meet guests wherever they are in their wellness routine, whether they're looking for something more substantial and high in protein or something designed for a different kind of balance," said Abby Taylor, co-founder of Playa Bowls. "It's about creating food that feels good, looks beautiful, and fits naturally into how people want to eat every day."
From April 9 through April 11, Playa Rewards® members can enjoy $3 off the Protein Clouds lineup.
ABOUT PLAYA BOWLS
Known as New Jersey's original acai bowl shop, Playa Bowls is the nation's leading superfruit bowl shop serving up an extensive and unique menu of over 40 items, including the bright flavors of acai, pitaya, green, and coconut bowls alongside oatmeal bowls, juices, smoothies, and cold brew made with the freshest, high-quality ingredients. What began as a pair of blenders, a patio table, and a fridge in 2014 has flourished into nearly 400 shops nationwide that operate in 30 states, thousands of team members, and a mission to lead communities in healthy, sustainable living. The rapidly growing franchise has received numerous accolades, including No. 7 on the 2026 Franchise Times Fast & Serious List, placement on Entrepreneur magazine's 2026 Franchise 500, Forbes 30 Under 30, Fast Casual's Top 100 Movers & Shakers, QSR Young Leaders to Watch, and recognition as a finalist for the Ernst & Young Entrepreneur of the Year Award. Visit playabowls.com for additional information and stay connected on Instagram, Facebook, Twitter, and TikTok. For more information on franchising, please visit franchise.playabowls.com/.
While supplies last. Playa Coconut® is a registered trademark of Playa Bowls IP, LLC. © 2026 Playa Bowls Franchisor. All rights reserved.
Playa Rewards is a Registered Trademark of Playa Bowls IP, LLC
Sources consulted (web research):
Source: PR Newswire