CytoSport, Benicia, Calif., recently expanded distribution of its Muscle Milk Protein ready-to-drink (RTD) protein shakes into select Boots and Sainsbury’s Locals locations in the United Kingdom. Available in 330-ml packages, the protein shakes contain 20 grams of dairy protein to boost athletic performance and promote healthy lifestyles, the company says. The drinks also are gluten-free and low in sugar, it adds.

Core Power, a brand of Chicago-based fairlife LLC, signed on as the national sponsor and official protein drink of the 2014 Reebok Spartan Race, a global obstacle race series. The partnership pairs two companies committed to providing athletes and active individuals with tools and experiences designed to enhance sports performance.

Developed by a registered nurse and a family therapist with expertise in personal training and nutrition, Kees protein drinks were designed to help consumers feel good every day.

Pro Balance Inc. introduced The Original Protein Shot XL to help promote lean muscle growth, fat loss and energy in a convenient format.

Whether they’re used by fitness enthusiasts or as on-the-go meal replacements, protein-fortified beverages are carving out their place in the beverage market.

Nutrié launched its Fuel premium protein shake in 12-ounce Rexam Sleek cans.

Vital Pharmaceuticals Inc. (VPX) relaunched its Protein Rush protein drink with an enhanced formulation and new packaging.

Clif Shot, a brand of Emeryville, Calif.-based Clif Bar & Co., launched two new sports performance drinks: Clif Shot Electrolyte Hydration Drink Mix and Clif Shot Protein Recovery Drink Mix. The introduction of these new products expands the Clif Shot portfolio to provide athletes options for hydration during activity as well as fast-absorbing protein to aid in post-activity recovery, the company says.

Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.

Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.