Core Viewpoint - The article discusses the innovative launch of a transparent protein water by Japan's 7-Eleven private brand Cycle.me, highlighting its unique features and market potential in the growing protein beverage sector [3][7][12]. Product Features - Cycle.me's protein water contains 5g of low molecular collagen protein per bottle, aiming to provide hydration while supplementing protein intake [15][17]. - The product is marketed as low-calorie and not overly sweet, with a subtle peach flavor, making it more palatable for consumers [18]. - It utilizes deep-sea water from Kochi Prefecture, Japan, which is rich in minerals, suitable for hydration during outdoor activities [18]. Market Trends - Consumer interest in protein as a desirable nutrient has surged, with Cycle.me's research indicating it is the top nutrient consumers wish to actively incorporate into their diets [18]. - The protein food and beverage market in Japan is projected to grow by 2.8% in 2024, reaching approximately 276.3 billion yen (around 11.4 billion RMB) [18]. Development Challenges - Cycle.me faced significant challenges in maintaining the clarity and stability of the protein water during production, requiring extensive optimization of raw materials and processing techniques [19]. - The collaboration with DyDo, a major Japanese beverage manufacturer, was crucial in developing a product that retains nutritional value without compromising on transparency [19]. Comparison with Global Trends - While Cycle.me's product is unique in its transparent form, similar protein water products in the Western market often utilize hydrolyzed whey protein, resulting in a semi-transparent appearance [28][30]. - The trend of incorporating protein into everyday beverages is gaining traction globally, with brands like Super Coffee and SEEQ also innovating in this space [42][34].