Primal Kitchen co-founder Morgan Buehler Zanotti has launched WAAY, a zero-sugar sparkling protein beverage. After selling Primal Kitchen to Kraft Heinz for $200 million, Zanotti returns to revolutionise the beverage industry with a refreshing, functional alternative to sugary sodas and heavy protein shakes, targeting health-conscious modern consumers.
After transforming the food industry with Primal Kitchen—a clean-label food brand later acquired by Kraft Heinz for $200 million—entrepreneur Morgan Buehler Zanotti is back with a new mission: redefining the beverage space. Her latest venture, WAAY, introduces a sparkling, zero-sugar protein drink designed for modern, health-conscious consumers seeking both functionality and refreshment.
Zanotti, who co-founded Primal Kitchen alongside Mark Sisson in 2015, helped pioneer the clean-eating movement with products free from artificial ingredients, refined sugars, and industrial oils. The brand’s massive success not only reshaped consumer expectations around packaged foods but also attracted Kraft Heinz, which acquired it in 2018 to tap into the growing demand for better-for-you products.
Now, with WAAY, Zanotti is turning her attention to beverages—specifically the growing category of functional drinks that bridge the gap between health and convenience. Positioned as a “sparkling protein drink,” WAAY offers a refreshing alternative to traditional protein shakes and sugary sodas, appealing to consumers who want nutrition without compromise.
In a statement announcing the launch, Zanotti described WAAY as “a drink that fuels the body without weighing it down.” She emphasized that the beverage aligns with today’s wellness-driven lifestyles, blending hydration, lightness, and protein in one sleek can.
The market for functional beverages has exploded in recent years, driven by shifting health priorities and the rise of the fitness-focused consumer. With increasing skepticism toward sugar-heavy drinks, products like WAAY could capture a significant share of the new-age beverage segment.
Industry watchers see Zanotti’s return as a promising sign for innovation in the space. Her track record with Primal Kitchen positions her as a trusted voice in clean nutrition—someone who understands the balance between transparency, taste, and consumer trust.
By marrying the principles of clean ingredients with modern beverage appeal, WAAY aims to be more than just another protein drink. It’s a statement on how the next generation of functional beverages can energize without excess and refresh without regret.
As WAAY begins its rollout, the buzz around Zanotti’s comeback suggests she may once again be on the brink of reshaping an industry—this time, one sparkling sip at a time.
