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Genius Gourmet has announced its entry into the traditional protein shake category with the commercial launch of Genius Gourmet Ultra-Filtered Protein Milkshakes.
The product introduction marks the company's first ready-to-drink (RTD) liquid platform while marking the return of company Chief Executive Officer Lance Rankin, one of the original co-founders of Premier Protein, to the category he helped establish.
Formulated using ultra-filtered milk, the line enters commercial retail distribution across two flavours: Root Beer Float and Creamy Chocolate. Delivering 30 grams of protein and 170 calories per serving, the beverages are sweetened with real cane sugar to replicate the sensory profile and mouthfeel of a classic soda-shop milkshake.
"Protein shakes have come a long way, but I still believe there is tremendous opportunity to innovate around taste, nutrition and the overall consumer experience," said Lance Rankin, CEO of Genius Gourmet and one of the original founders of Premier Protein.
"Coming back into this category with Genius Gourmet is exciting for me personally. We didn't want to create just another protein shake. We wanted to develop something that tastes indulgent, delivers 30 grams of protein and brings something genuinely different to the category."
Ultra-Filtered Formulation and Flavour Profiles
The product development combines high macronutrient density with sensory indulgence, moving away from zero-calorie or sugar-free positioning in favour of real cane sugar sweetness.
The lineup debuts across two initial flavour varieties:
🍺 Root Beer Float: A nostalgic soda-fountain profile blending classic root beer flavour notes with a smooth, creamy milkshake base.
🍫 Creamy Chocolate: A rich, cocoa-forward profile engineered to deliver traditional chocolate milkshake flavour while packing 30g of protein.
Key formulation specifications and nutritional attributes across the range include:
Protein Content: Formulated with 30g of protein derived from ultra-filtered milk.
Caloric Value: Delivers 170 calories per serving.
Sweetener Matrix: Sweetened with real cane sugar, incorporating 4g of added sugar.
Format: Single-serve ready-to-drink liquid convenience.
Tom Lunneborg, Chief Operating Officer of Genius Gourmet, who assisted in formulating the new line, stated that the technical development focused on achieving a milkshake profile first and a functional protein drink second, noting that balancing 30g of protein, 170 calories, and cane sugar sweetness required extensive formulation testing to achieve the desired creaminess.
"This is one of the most exciting product launches we've had at Genius Gourmet," said Pete Vas Dias, President of Genius Gourmet. "We're entering a highly competitive category, so we knew we had to bring something special to the table. With Lance's history in the protein shake category, our team's product development experience and flavors like Root Beer Float, we believe we've created a line that can really stand out."
Availability and Retail Distribution
Genius Gourmet Ultra-Filtered Protein Milkshakes will commence commercial availability on 15 September 2026 through direct-to-consumer and nationwide retail channels:
Deployed across 1,400 Target store locations nationwide starting 15 September 2026. Available through Amazon.com and directly via the brand's online portal at GeniusGourmet.com from 15 September 2026. A 15-pack configuration of the Root Beer Float SKU will roll out digitally via Costco.com beginning 21 September 2026.
The multi-channel distribution model provides nationwide retail density, positioning the functional brand to capture mainstream consumers seeking convenient, macro-optimised dairy beverages across high-traffic mass and club retail sets.
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