The Italian startup Not Ordinary Water has recently launched Now, the first ready-to-drink protein water in Italy. The product promises hydration and the supply of 17 grams of Whey protein per bottle, zero sugar, zero lactose and only 72 calories.
What is Whey Protein? These are milk proteins with a high biological value, rich in essential amino acids and BCAAs, especially useful for those who do physical activity and want to support muscle growth.
What is Now
Now combines the lightness of water with Whey proteins and effectively offers a ready-to-drink drink without the need for shakers, powders or complicated preparations. For those who play sports or need a quick protein supplement, it can be a convenient ally for muscle recovery or to give a little support to the metabolism.
For everyone else, however, the intake of extra proteins is not necessary: a varied and balanced diet remains sufficient, and the drink becomes more a question of practicality than of real nutritional need.
The ingredients of NOW protein water, which comes in various flavors, are:
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How Now fits into the international panorama
In Europe, protein waters are nothing new. Plant-based or collagen-based alternatives already exist, often artificially sweetened or flavoured. Now is now trying it in our country too, but the Italian market is still small and the real challenge will be to understand whether consumers will perceive this product as an added value or as a simple novelty, convenient but not essential.
However, the arrival of Now in Italy reflects the growing interest in wellness and functional products: a ready-to-drink that focuses entirely on convenience, perfect for those with little time.
Price and availability
Now is mainly sold online, with a box of 12 500ml bottles costing between 28 and 36 euros depending on the flavor and active promotions. Some offers also allow a subscription purchase with an additional discount.
The drink is also available in specialized channels such as gyms, selected pharmacies and points dedicated to well-being in large-scale retail trade.
