AVAS, a brand known for its wide range of convenient protein products—from powdered protein and drinks to bars and yogurt—has established itself as a go-to option for people seeking to support an active lifestyle. Over the past few decades, protein consumption has evolved from a niche habit primarily associated with athletes to a mainstream practice embraced by anyone looking to improve their health and fitness. This shift has transformed the way protein products are perceived and consumed, and SAVAS has played a significant role in this transformation.
Just a few decades ago, protein drinks were mainly consumed by athletes and bodybuilders as part of muscle-building routines, often accompanied by a strong, unappealing taste and clumpy texture. Protein powders, in particular, were difficult to dissolve in liquids and had an unpleasant, raw taste that made them difficult to drink. Fast forward to today, and protein is no longer seen as a difficult supplement to consume. Thanks to brands like SAVAS, the perception of protein products has shifted, and their taste, texture, and convenience have greatly improved. But how has SAVAS contributed to changing this perception?
To understand this evolution, we spoke with Akio Tanaka, who has been involved in SAVAS product research for over 20 years, and Keisuke Ueda, the current head of beverage development. Together, they shed light on how the brand has improved its products over the years and made them more enjoyable and accessible.
Solving the Clumping Issue: A Smoother, Better Taste
SAVAS was first launched in 1980 with the mission to support athletes’ nutritional needs. The name “SAVAS” is derived from the acronym “Source of Athletic Vitality and Adventurous Spirit,” reflecting its commitment to providing athletes with the strength to take on challenges and maintain a spirit of adventure.
In the early days of the brand, powdered protein products were difficult to drink. They often formed clumps when mixed with water, and the taste was plain and unappealing. Athletes would endure the unpleasant texture and flavor as part of their training regimen, as protein was a necessary component of their nutrition.
Tanaka recalls, “When I took on the research role in 2000, many athletes considered eating part of their training. Some of the top athletes we supported even said, ‘The clumps make it feel like it’s having a positive effect on the muscles.’” However, many athletes, like Ueda, struggled with the taste and texture. Ueda shares, “When I was in university, I would blend protein powder with bananas to mask the unpleasant taste. The challenge was that it was necessary for building my body, but it was hard to drink.”
SAVAS saw this as an opportunity to improve the experience. Through extensive research, the team developed a new manufacturing formula aimed at improving solubility. The key to this improvement was creating protein powder particles that were uniform in size—not too small and not too large—allowing them to dissolve more easily in water. This breakthrough, introduced in 2020, significantly improved the texture and convenience of SAVAS protein powders, allowing them to dissolve effortlessly even without a shaker.
Tanaka explains, “Traditional protein powders clumped because the particles were too fine to dissolve completely. Our original formula bonds the ingredients into a uniform size, which improves solubility and makes it easier to drink.” This innovation helped transform SAVAS products into a much more enjoyable experience for athletes and fitness enthusiasts alike.
Improving Flavor and Masking Raw Ingredient Odors
Another major hurdle in the evolution of protein products was improving their taste. Most protein powders are made from whey protein, casein protein, or soy protein, all of which have distinct natural odors. Whey protein, often used as the primary ingredient in SAVAS products, is extracted from liquid whey in milk and has a characteristic dairy smell. Until the early 2000s, most protein powders were available only in plain flavors like vanilla, which made it difficult to mask the odor of the raw ingredients.
To address this issue, SAVAS began developing a broader range of flavors. In 2006, they introduced AQUA WHEY PROTEIN 100, which was inspired by sports drinks and offered a refreshing twist. They also launched WHEY PROTEIN 100 and Shape & Beauty—formulated for women—with rich cocoa flavors. These new varieties helped make protein products more palatable and broadened the appeal of SAVAS beyond just athletes to a wider audience interested in supporting their active lifestyles.
The development of these products involved refining the sourcing and flavoring of raw ingredients. Researchers worked to identify high-quality ingredients from around the world and adjust the flavors to suit consumer preferences. This emphasis on taste, along with the brand’s focus on nutritional needs, marked a turning point for SAVAS. The company began expanding its product offerings to cater to a wider range of consumers, including fitness enthusiasts and people looking to maintain an active lifestyle.
Science-Backed Nutrition Builds Trust
One of the key elements of SAVAS’s success is its commitment to science-backed nutrition. The brand has consistently worked to ensure that its products meet the nutritional needs of athletes and active individuals. By collecting data on athletes’ diets and gathering feedback on SAVAS products, the company has continuously refined its formulations to better support performance and recovery.
Ueda notes, “Athletes engage in high-intensity exercise, which means they need more nutrients than the average person. That’s why SAVAS products are not just focused on protein, but also include essential vitamins and minerals. Our formulations are designed to exceed the nutritional standards set by Japan’s Ministry of Health, Labour and Welfare, ensuring that athletes receive the optimal nutrient intake.”
SAVAS’s commitment to improving the nutritional profile of its products has earned it the trust of top athletes, student athletes, and fitness enthusiasts alike. As a result, SAVAS has grown its consumer base beyond just professional athletes, offering products that cater to anyone incorporating exercise into their routine.
Expanding the Reach: Protein Drinks and Global Recognition
In addition to its powdered products, SAVAS has made strides in developing convenient, ready-to-drink protein beverages. One such product, SAVAS MILK PROTEIN, was introduced in 2015 after consumer feedback indicated that the original Meiji Sports Milk, launched in 2013, had a flavor that was too heavy for post-exercise consumption. By rebranding and reformulating the product, Meiji created a lighter, more refreshing drink that still provided a high concentration of protein.
Creating a high-protein drink with a refreshing flavor presented a unique challenge. The milk protein used in the drink would solidify when exposed to acidity, making it difficult to balance the protein content with the desired flavor profile. After extensive research, the team developed a “rapid absorption milk protein method” that prevented the protein from solidifying in acidic conditions. This innovation led to the creation of a protein drink with a light, tangy flavor that is easy to digest and quickly absorbed by the body.
In 2023, SAVAS introduced the Fat-Free Chocolate Flavor of SAVAS MILK PROTEIN, which contains 20 grams of protein per 200 milliliters, making it one of the highest protein-concentration beverages available globally.
SAVAS’s commitment to innovation doesn’t stop there. The brand continues to push boundaries by utilizing Meiji’s extensive knowledge of dairy beverage production and pursuing new developments that offer consumers even more value.
Earning Trust and Expanding Globally
SAVAS has established itself as a trusted leader in the protein market, not only in Japan but globally. In November 2024, the brand earned Informed Protein certification, an internationally recognized program that ensures protein content labeling is accurate. This certification strengthens SAVAS’s credibility and enhances its global reputation.
Looking to the future, Ueda shares his excitement for further innovation, saying, “We want to continue developing products that offer new value by leveraging Meiji’s expertise.”
As the protein market continues to grow, SAVAS remains committed to providing products that meet the needs of athletes and fitness-conscious individuals at all stages of their journey, supporting active lifestyles around the world.
