UGCStarsThe short version
Food and drink brands want creators who can show a protein drink or snack in a normal day, react honestly to the taste, and read the label out loud. In September, new clear and sparkling protein drinks arrived from several brands, and fresh research showed shoppers paying for snacks that do a job, such as adding protein or fiber. These are products people need to see and hear about before they try them, which is where UGC comes in.
The main ask is trust. Shoppers want to know if it tastes good, how it fits their day and what is actually in it.
Why brands are casting for it now
New formats are launching
Food Business News reported in September that clear, sparkling protein drinks are gaining traction, and that Mintel sees them as whitespace in better-for-you soda. Mintel also noted that some shoppers are making their own protein sodas at home. Launches named in the piece include Premier Protein Sparkling Soda from BellRing Brands, Protein Pop Balance from Rise Wellness, Vital Proteins Collagen Sparkling Water and Be Love Power + Restore.
Functional snacks are growing
Conagra Brands said in its Future of Snacking report, released September 23, that snacks with targeted benefits such as protein, energy, digestion and hydration reached $19 billion in retail sales, growing 12.7% versus the prior year, and that high-protein snacks generated $12.1 billion. The report adds that shoppers now want protein paired with fiber, probiotics, collagen or hydration.
GLP-1 users are changing baskets
Research from the National Frozen & Refrigerated Foods Association, covered by Prepared Foods, found that 52% of GLP-1 users report buying more high-protein dairy, 48% are buying more single-serve or portion-controlled foods and 43% are buying more protein drinks. The same research says simple ingredient lists, high-protein claims and clear serving-size information are among the package cues these shoppers value most.
Retail data points the same way. In September, Circana listed energy drinks and frozen desserts among the few US retail bright spots, and said shoppers are making room for purchases that support wellbeing or feel like an affordable treat. Functional drinks sit right between those two needs, which is why brands want content that shows both the benefit and the enjoyment.
What brands ask creators to film
- First-sip taste test: an honest reaction, filmed in one take if possible.
- Label read: the creator turns the can or pack and reads protein, sugar and calories aloud.
- Day-in-the-life: where the drink or snack fits, such as after a workout, at a desk or on a school run.
- Swap video: the product replacing a soda, shake or sweet snack the creator used to buy.
- Recipe or hack: the product used in a float, smoothie or snack plate, which mirrors what Mintel says shoppers already do at home.
- Fridge or pantry tour with the product in its real spot.
Short taste tests are often the first ask. Day-in-the-life videos tend to come next, once the brand knows which flavor and moment lands best.
Formats at a glance
Use this table to pick the first video type for each goal. Most food and drink brands test two formats side by side before they scale one.
| Your goal | Format to ask for | What the viewer learns |
|---|---|---|
| Launch a new flavor | First-sip taste test | Whether it tastes good |
| Explain a new format | Product demo with a close-up of the pour | That clear protein is not a shake |
| Win label readers | Label read with voiceover | What is in it and what is not |
| Show a use case | Day-in-the-life vlog | When and where it fits |
| Build repeat buyers | Testimonial after a few weeks | Why someone kept buying it |
If you are new to UGC in this category, a taste test plus a label read is a solid first pair. Together they answer the two questions most shoppers have before they pick up a new can or bar.
How to brief creators for protein drinks and snacks
- Name the moment. Is this a morning drink, a post-workout drink or an afternoon snack? One moment per video.
- Give the exact nutrition claims the creator may say, and tell them which ones to leave out.
- Ask creators not to describe the product as medical or weight-loss support unless your legal team has approved that wording.
- Send several flavors, and let the creator pick a favorite on camera. A real preference reads as honest.
- Request a close shot of the label in focus for at least a couple of seconds.
- Agree usage rights up front, including paid social and retail media.
The NFRA research found that GLP-1-friendly messaging works best when it comes with concrete benefits like protein and fiber, and that validation from healthcare professionals helps credibility. If your brand wants that angle, consider casting creators with relevant credentials and keep claims tight. You can browse food creators or fitness creators on UGCStars.
What creators should show
- Your honest first reaction, even if it is mixed. Viewers trust a creator who says what they would change.
- The texture and fizz, filmed close. Clear protein is new, so people want to see it is not a shake.
- The label, read slowly.
- Where you would actually drink or eat it, in your real kitchen, car or gym bag.
- How it compares with what you used before, without naming competitors in a negative way.
Mistakes to avoid
- Overclaiming health benefits. Keep to what is on the label.
- Faking the reaction. Audiences spot it, and it hurts the brand more than an honest middle score.
- Too many flavors in one video. Pick one or two.
- Forgetting the price and where to buy. Shoppers are cautious, and Circana says value is still key.
- Generic gym footage that could advertise any drink.
Where to start
Brands, pick one hero flavor and one moment of the day and run a small taste-test round with several creators before scaling the winner. Creators, film a one-take taste test and a label read for your portfolio and list Product Reviews and Testimonials on your profile. You can find food creators on UGCStars.
UGCStars creators for this trend
UGCStars lists 1,026 food creators, with a median starting rate of $150 per video (UGC Rate Index method). Brands ask them for product reviews, testimonials, vlogs, product demos.
Featured food creators
- Top Creator
- Rising Star
- Beauty
- Skincare
- Makeup
- 50K–250K TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Business
- 250K+ TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Fashion
- 250K+ TikTok
- 1K–10K Instagram
- Top Creator
- Beauty
- Makeup
- Business
- 250K+ TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Fashion
- 250K+ TikTok
- Under 1K Instagram
Sources
- Food Business News, 17 September 2026
- Conagra Brands, 23 September 2026
- Prepared Foods, 9 September 2026
- Circana, 14 September 2026
About this report
Written by Murat Bo, founder of UGCStars, for the September 2026 edition of UGC Trends, and published on 19 October 2026. It’s based on the sources above. Figures appear only as their source states them, with a link, and every link was checked when the report was published. Creator counts and rates come from UGCStars on the day you read this. Report a mistake.