Like a well-planned training block that delivers peak condition on race day, First Choice High Protein has evolved with intent. South Africa’s number-one high-protein, ready-to-drink milk-based beverage has expanded its range.
Introducing the powerful new High Protein Max (27g) alongside a reformulated High Protein Recovery (21g), to meet the growing demands of modern, health-conscious consumers.
This expansion reflects a market moving from casual fitness to conscious performance, where nutrition is no longer an afterthought but the engine room of everyday wellbeing.
“People are increasingly choosing functional drinks with real health benefits,” says Marisa Maccaferri, Marketing Executive at Woodlands Dairy and First Choice.
“Protein leads this movement, and 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.”
Two Solutions, One Smart System
The updated range now caters for different intensity levels—much like adjusting training zones:
-
High Protein Recovery (21g)
A refined all-rounder with a smoother mouthfeel, delivering 21g of protein per 250ml, over 4g of BCAAs to help reduce muscle soreness, high calcium, high energy, and eight added B vitamins. Ideal for active lifestyles and everyday recovery. -
High Protein Max (27g)
Built like a heavyweight lifter, High Protein Max packs 27g of protein, 6g+ of BCAAs, magnesium, calcium, eight B vitamins, and high energy. Designed for athletes pushing limits—supporting muscle recovery, strength development, and endurance when intensity is dialled all the way up.
Consumer-Led Innovation, Flavour-First Design
According to Thulile Memela, Brand Manager at First Choice, the evolution was driven directly by consumer feedback.
“Athletes and active consumers wanted better taste, more choice, and functionality they could trust,” she explains.
“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.”
She adds: “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.”
Behind the scenes, collaboration with food scientists and flavour experts ensured the right balance of taste, texture, and performance, using Milk Protein Concentrate, a smart 20% whey and 80% casein blend, to provide both fast and slow protein release, much like a steady burn rather than a quick spike.
Fan-favourite flavours include Double Berry, Peanut Butter, Chocochino, Strawberry, and the crowd-pleasing Salted Caramel, added in response to demand for indulgence without compromise.
Made Local, Built for Modern Life
“South African consumers are more educated and proactive about their health,” Memela notes.
“They’re 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.”
Available nationwide at Checkers, Pick n Pay, Spar, Dis-Chem, pharmacies, and online via Takealot, Uber Eats, and selected convenience stores, the range is as accessible as it is effective.
Recommended Retail Prices (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. 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.”
Follow High Protein:
Facebook: https://m.facebook.com/recoverymilk/
Instagram: https://www.instagram.com/recoverymilk
X: @recoverydrinksa
