01 / 09 · Blue Raspberry
QUELLThis is a protein drink · 23g · Nine flavours
Blue RaspberryElectric blue, ice cold, and nothing about it reads protein until you turn it around.
01 / 09
01 / 09
Electric blue, ice cold, and nothing about it reads protein until you turn it around.
Twenty-three grams against roughly a hundred calories.
The whole idea
Protein is not the hard part any more. Any contract manufacturer can hit a target. The hard part is that hitting it has, so far, meant drinking another thick milkshake, another chalky scoop, another beige bottle you finish out of obligation.
So we started from the other end. Not "how do we make a better protein shake," but "what do people already want to drink, and how much protein can we put in it before it stops being that?"
Formulation targets, not a finished panel. Nothing here is manufactured yet — see the questions below.
One brand, three completely different reasons to reach into a cooler. The logo and the protein badge are constant. Everything else — the bottle, the liquid, the occasion — moves.
Clear · 500 mL · sports bottle
The thin ones. Blue Raspberry, Fruit Punch, Brazz, Strawberry Lemonade. These are the SKUs that have to compete in the cooler against a sports drink rather than on a shelf against a shake — bright, cold, zero sugar, electrolytes, and a protein number that does not look like it belongs.
Glass · 405 mL · coffee & chocolate
The treat ones. Thin Mint Chocolate, Vanilla Latte, Dark Cocoa. Glass because the format is doing half the work: this is the bottle you buy instead of a bottled mocha or a dessert, and the macros are the reason you do not feel bad about it afterwards.
7 fl oz · hydration + fibre
The yoghurt-adjacent ones. Peach and Strawberries & Cream. Small, soft, and the least intimidating thing we make — the bottle for somebody who has never once thought about a macro and just wants something that tastes good on the way out the door.
The wall of colour is the point. Nine bottles that share a logo and a number and agree on nothing else — which is what a beverage brand looks like, and what a supplement brand almost never does.
Not yet. Quell is in development and nothing on this page is for sale. The fastest way to hear when that changes is to email us and we will write back once, when there is something to actually drink.
It is the formulation target across the range, and it is what is printed on the concept bottles you can see above. It is not a finished nutrition panel. Until the formulation is locked and verified we will keep calling it a target rather than a claim, because a number that quietly moves before launch is how a brand spends its credibility early.
Because the competition is not other protein drinks. A conventional shake competes with Premier and Core Power. A bright blue 500 mL bottle competes with a sports drink, an energy drink and a soda — and those occasions are much larger. One bottle shape cannot credibly show up in all of them, so there are three.
No. Every bottle on this page is a concept render made to work out the shape, the colour and how the range hangs together. Nothing has been manufactured. When it has, these get replaced with photographs of the real thing.
Not settled. That is the hardest single decision in the product, because the sweetener is what people actually taste at the end of a mouthful, and it is the thing that makes most protein drinks unfinishable. We will publish exactly what we land on.
Creatine sits better dry than it does dissolved in a bottle for months. We are developing a closure that keeps it dry in the cap and releases it into the drink when you twist. Twist, release, shake, drink. It is early, it is not on any of the bottles shown here, and it is the part of this that most needs proving before we say anything firmer about it.
No. It is a drink you would want for its own sake that happens to carry serious protein, which is a different job. It is not designed to be the only thing you have eaten.
Anybody trying to eat more protein without rearranging their day around it. That includes the gym, but it is not only the gym — it is also people dieting, people on GLP-1s who struggle to get enough protein in, students, and people who simply drink four bottled things a day and would rather one of them counted.
