Building on the success of its original high protein recovery drink, the Woodland’s Dairy’s brand has introduced High Protein Max (27g), alongside a reformulated High Protein Recovery (21g).
According to Marisa Maccaferri, marketing executive at Woodlands Dairy and First Choice, the expansion was shaped by local consumer insights and global wellness trends.
“People are increasingly choosing functional drinks with real health benefits. Protein leads this movement, and our High Protein is at the forefront, offering a range that makes it easier to get the right amount of protein, whether you’re focused on wellness, active living, or high-performance training,” she says.
The new range includes:
- High Protein Recovery (21g): reformulated High Protein Recovery, now with a smoother mouthfeel and 21g of protein per 250ml serving. Includes over 4g of BCAAs for reduced muscle soreness, plus high calcium, high energy, and enriched with eight added B vitamins.
- High Protein Max (27g): A powerhouse for high-intensity athletes, packed with 27g of protein per 250 ml serving. Includes 6g+ of BCAAs, magnesium, eight B vitamins, calcium, and high energy. Designed to support muscle recovery, strength development and endurance at peak performance levels.
Thulile Memela, brand manager at First Choice, highlights the consumer-led innovation: “The feedback from athletes and active consumers shaped this evolution. They want better taste, more choice, and functionality they can trust.
“With High Protein Recovery and High Protein Max, we now offer a high-protein solution for everyone, whether you’re training hard, living actively, or simply making healthier daily choices.
“Recovery (21g) is low-fat, while Max (27g) is fat-free, both with no added sugar. Each product is developed with a flavour-first approach, delivering indulgent taste profiles that consumers will love to enjoy.”
She adds that the new formulations directly align with the rising demand for functional nutrition: “South African consumers are more educated and proactive about their health, looking for clean labels, protein-rich diets, and on-the-go wellness. High Protein delivers a convenient, locally made, and nutritionally powerful solution for modern lifestyles.”
In collaboration with NPD food scientists and flavour experts, the team perfected the balance of taste, texture, and nutrition by using Milk Protein Concentrate (a 20% whey, 80% casein blend) to deliver both fast and slow protein release.
The range features consumer-favourite flavours such as Double Berry, Peanut Butter, Chocochino, Strawberry, and Salted Caramel, the latter added in response to strong demand for indulgent yet functional options.
The range will be available at leading retailers such as Checkers, Dis-Chem, Pick n Pay, Spar, pharmacies, as well as online through Takealot, Uber Eats, and selected convenience stores.
Recommended Retail Prices (RRP) – 250ml:
High Protein Recovery (21g): R24.99 – High Protein Max (27g): R43.99
Maccaferri concludes: “High Protein is a perfect example of Woodlands Dairy’s innovation strategy in action. Every product is developed with our consumers in mind. The range is sustainably produced in South Africa, supporting local farming and employment, and packaged in 100% recyclable cartons.
“Our goal is simple – to deliver accessible, high-quality nutrition to everyday South Africans while continuously improving taste, health benefits, and sustainability.”
Source: https://www.drinkstuff-sa.co.za/first-choice-expands-its-high-protein-offer/