Chicago-based Protein2o has named Mark Rappaport as Chief Executive Officer and closed a new growth investment, positioning the clear protein pioneer for an accelerated retail push and a broader brand overhaul. The moves come as the functional beverage segment continues to draw heavy consumer interest — and significant shelf-space competition — making leadership pedigree and capital structure increasingly important signals for retail buyers and distribution partners.
The Hire
Rappaport arrives with a résumé built at two of the fastest-scaling beverage operations of the past decade. As Global Chief Commercial Officer at Congo Brands, he helped build the commercial infrastructure behind Alani Nu's rapid national expansion. Before that, he ran Red Bull's U.S. business and distribution organization through a period of sustained volume growth. That combination — premium brand building alongside high-velocity DSD and retail execution — is precisely the profile a challenger brand needs when it is trying to move from specialty placement to mainstream shelf presence.
"Clear protein has immense potential," Rappaport said. "Consumers are beginning to realize that getting more protein doesn't have to mean something heavy, milky or filling. It can be refreshing, flavorful and something you genuinely enjoy." The framing matters: it signals Rappaport intends to position Protein2o against legacy protein shakes and RTD sports nutrition rather than compete directly with hydration and electrolyte beverages, which are already crowded at retail.
What the Capital Signals
The new growth investment — terms undisclosed — is earmarked for brand building, retail development, organizational hiring, and an expanded innovation pipeline. For operators, retailers, and distributors watching the functional beverage category, the allocation pattern is instructive. Protein2o is not signaling a direct-to-consumer pivot; it is doubling down on brick-and-mortar velocity and new format development, consistent with a brand that has built its core business through national retail and e-commerce rather than a subscription or DTC model.
The clear protein subcategory is still early relative to its addressable opportunity. Traditional protein shakes and ready-to-drink sports nutrition generate billions in annual retail sales, but the consumer shift toward lighter, more palatable protein formats — think clear, water-based beverages versus opaque, dairy-based shakes — is accelerating across convenience, grocery, and club channels. Brands with strong retail relationships, proven flavor execution, and category-creating positioning are likely to capture disproportionate gains as the format moves from early adopter to mainstream. Protein2o's board framed the hire accordingly: Chris Running, Chairman, noted Rappaport's "instinctive understanding of where consumers are going next" alongside his operational track record.
What Operators Should Watch
For foodservice and retail buyers evaluating functional beverage sets, the Protein2o move is a category maturity signal. When a brand with first-mover positioning in a high-growth format recruits C-suite talent from Red Bull and Alani Nu, it typically precedes a broader SKU expansion, more aggressive trade spend, and new format launches targeting occasions — morning hydration, post-workout, afternoon energy — that were previously underdeveloped. Distributors and category managers should expect a more sophisticated buyer-deck conversation from Protein2o in the next two to three quarters.
Brands in adjacent functional beverage segments — collagen waters, electrolyte drinks, amino acid beverages — should also take note. Rappaport's commercial playbook at Congo Brands included building retail velocity before scaling media investment, a sequencing approach that tends to compress category timelines and force faster responses from competitors already on shelf. For suppliers and brand launch teams working the better-for-you beverage space, Protein2o's roadmap is worth tracking as a benchmark for how capital-backed, founder-built brands are professionalizing their go-to-market infrastructure.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
