Drink Wholesome: Clean Protein, Smarter Retention

Founded in 2020 by former teacher Jack Schrupp, Drink Wholesome was born out of a simple need: creating a protein powder that doesn’t upset your stomach. Made with real food ingredients like egg whites, almonds and coconut, the brand has carved out a niche among those with sensitive stomachs and health-conscious consumers looking to fuel without added junk. 

With a lineup that includes egg white, vegan almond, and collagen protein powders, the company has grown quickly by delivering clean, simple nutrition with no food additives, dairy or protein isolates and concentrates.  

The Challenge: Sustaining Subscription Growth Through Connection

Like many subscription brands, Drink Wholesome faced a common challenge: keeping customers engaged after the first purchase.

Despite strong product-market fit, the brand wanted to deepen customer relationships at scale, ensuring each new subscriber could build Drink Wholesome into their wellness journey, not just try it once and move on. 

Without a solution, they risked falling into the same trap as many others: losing up to 50% of subscribers in the first three months. 

The Solution: Context-Aware Messaging That Supports Real Routines

Drink Wholesome partnered with BluStream to transform how they communicate with customers after the purchase. Using BluStream’s Product Ownership AI, the brand moved beyond static emails and began delivering personalized, well-timed messages that aligned with customer goals and habits. These messages included: 

• Deliver mixing tips based on each customer’s preferred appliances (e.g., shaker bottle vs. blender) 

• Educate on emulsifier-free formulation and why it matters for digestive health 

• Share tailored recipes matched to protein type—egg white, collagen, or almond, so customers use the right product in the right way 

• Send early check-ins asking how the product feels after the first few days of use—especially important for users with digestive sensitivities 

• Offer personalized usage guidance to account for frequency, ingredient preferences, and customer goals like fitness or wellness 

Rather than leading with generic product marketing, BluStream helped Drink Wholesome embed their product into a healthier lifestyle narrative boosting retention through relevance and trust. 

The Results: Stronger Relationships, Smarter Retention

With BluStream, Drink Wholesome has seen a notable boost in customer engagement and retention. With an 85% retention rate among engaged community members and a 45% engagement rate on personalized messaging, the brand is building stronger, more consistent relationships with its customers. These timely, relevant touchpoints have helped users integrate the product into their daily routines, leading to greater satisfaction and more sustainable subscription growth.