US-headquartered protein beverage brand Nurri has entered the children's nutrition category with the launch of Nurri Kids, a new line of ultra-filtered protein shakes.
The product rollout introduces a high-protein, low-sugar option to the youth beverage sector, securing immediate national retail distribution across Sam's Club locations.
The expansion follows a period of rapid commercial growth for the brand, which has recently been recognised as a top consumer packaged goods (CPG) growth leader by Circana, named an insurgent brand by Bain & Company, and identified as Instacart's fastest-growing brand of 2025.
Category Expansion and Product Formulation
The introduction of the new product line represents the brand’s first major venture outside its core adult-focused portfolio, translating its existing ultra-filtered milk technology into the functional youth nutrition segment.
To meet the nutritional standards sought by parents, the product has been formulated with a focus on sugar reduction and micronutrient fortification. The product specifications include:
🍫 Chocolate Milkshake – A smooth and creamy chocolate-flavoured shake delivering 10g of protein and 2g of sugar per serving, formulated for children aged four and older.
The recipe is manufactured using an ultra-filtration process to concentrate the natural protein content of the milk while reducing the sugar. In addition to the protein base, the formulation is fortified with a blend of nine essential vitamins and minerals to support daily physiological development.
Retail Distribution
According to Adam Tollefson, Business Unit Director at Nurri, the launch addresses a distinct gap in the retail beverage aisle, pointing out that historical children's drinks often lack a balance between nutritional value and consumer acceptance.
By utilising its established ultra-filtered dairy processing platform, the company aims to offer a functional alternative to traditional sugary children's milks and juices.
The nationwide rollout of the chocolate-flavoured shake in Sam’s Club warehouses marks a key step in scaling the brand's retail volume. Through this high-capacity wholesale distribution partnership, Nurri is positioned to capture a significant share of the refrigerated and shelf-stable convenience beverage sectors during the summer and back-to-school trading windows.
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