Insider Spotlight
The homegrown brand has launched ProteinUP, a new line developed in partnership with Wheyl, designed to turn everyday coffee runs into a source of added nutrition.
Each drink contains at least 20 grams of protein per cup, blending fitness-focused benefits with the brand’s signature affordability.
Why it matters
The Philippine coffee market has grown increasingly competitive, with consumers seeking not just taste and convenience but also added health benefits.
Pickup Coffee’s move signals how local brands are adapting to shifting preferences, particularly among gym-goers, runners, students and young professionals juggling busy schedules.
By integrating protein into ready-to-drink beverages, the company taps into the rising demand for functional drinks without requiring customers to purchase separate supplements or prepare shakes.
The details
Founded in 2022, Pickup Coffee has positioned itself as an accessible premium brand, with beverage prices starting at P50 and all regular drinks priced at P155 and below, excluding larger sizes and add-ons.
The new ProteinUP lineup includes:
All variants combine Wheyl protein with milk-based formulations and are served over ice. Customers can also opt for a Mega cup for an additional P100.
Zoom in
The company describes the line as designed for “busy days and active routines,” positioning it as a practical option for consumers who want to increase protein intake without disrupting their daily habits.
This strategy reinforces Pickup Coffee’s broader value proposition: premium-quality beverages at accessible price points, now with added functionality.
What’s next
ProteinUP beverages is now available across all Pickup Coffee branches. Customers can also order through GrabFood, Foodpanda and the PICKUP App.
As competition intensifies in both the café and health beverage segments, Pickup Coffee’s latest move underscores how local brands are carving out space by merging affordability, convenience and wellness in one cup. —Vanessa Hidalgo | Ed: Corrie S. Narisma
