Alex Cooper’s Unwell Hydration Expands Into Booming Protein Category
Alex Cooper’s Unwell Hydration is entering the protein category with a Target-exclusive beverage that combines whey isolate, electrolytes and B vitamins
Unwell Hydration, the beverage brand founded by the “Call Your Daddy” podcast’s Alex Cooper, is broadening its lineup with the debut of “Unwell Hydration with Protein,” a drink designed to support both hydration and recovery needs. The launch reflects a wider industry trend of merging functional benefits into a single product, as well as the rise of celebrity-founded brands.
Unlike many traditional protein shakes, the new formula uses whey protein isolate, a clear, fast-absorbing protein source that includes all nine essential amino acids. Each 16-ounce bottle delivers 10 grams of protein, 740 milligrams of electrolytes and three B vitamins, with 60 calories and 2 grams of sugar. The line debuts in three flavors: Raspberry Melon, Watermelon Strawberry and Peach Tangerine.
“At Unwell, we know what it’s like to work hard, play hard and do the most,” Ashley Lewis, Chief Growth Officer at Unwell. “That’s why we created Unwell Hydration with Protein. It’s for those who need a beverage that does it all—providing hydration and protein in one delicious drink that keeps up with real life.”
Cooper, who built her platform through “The Unwell Network,” has leaned into a message of “unfiltered, unapologetic and a little unhinged” living, resonating with younger consumers skeptical of traditional wellness marketing.
The move builds on Unwell Hydration’s initial launch in 2024, when Cooper framed the brand as a solution for “all of life’s unwell moments.” The original electrolyte line delivered more than 700 milligrams of electrolytes with less than 4 grams of sugar per serving, positioning it as a clean, approachable hydration option compared to legacy players like Gatorade or BodyArmor.
Unwell Hydration with Protein is available exclusively at Target stores nationwide and on Target.com as of September 7, 2025, retailing for $2.99 per bottle.