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Wellness and sports nutrition manufacturer NutraBio Labs, Inc. has announced its entry into the liquid protein shot category with the nationwide launch of Protein Now. The shelf-stable, ready-to-drink product delivers 21 grams of protein in a compact 100-millilitre (3.38 fluid ounce) serving.
The launch arrives as global demand for highly convenient, nutrient-dense formats continues to accelerate. Industry growth is increasingly driven by consumers seeking simplified methods to meet daily macronutrient targets, as well as the rapid adoption of GLP-1 weight-loss medications, which have placed a premium on high-protein intake in smaller, easily digestible servings.
Rise of GLP-1 Nutrition
The development of the concentrated shot format directly addresses evolving consumer purchasing behaviours. With GLP-1 agonists reducing overall appetite, patients and health-conscious consumers require highly efficient nutritional delivery systems to prevent muscle mass loss without consuming large volumes of food or liquid.
According to NutraBio representatives, the format is designed to eliminate the preparation, mixing, and refrigeration typically associated with traditional protein powders and RTD shakes.
Alex Berrio, Director of Marketing at NutraBio Labs, stated that the product formulation was developed to remove the traditional barriers to daily protein consumption, offering a portable solution that fits into active daily routines without requiring advance planning or clean-up.
Nutritional Profile and Formulation
Manufactured in facilities adhering to strict quality control and third-party testing standards, the formulation is designed to offer a clean nutritional profile. Each 100-millilitre serving contains:
21 grams of protein
90 calories
Zero grams of sugar
Zero grams of fat
Less than 1 gram of carbohydrates
Flavour Profiles and Product Availability
The product line has launched in three distinct fruit-forward varieties:
🍊 Orange Mango
🍉 Strawberry Watermelon
🫐 Blueberry Acai
The Protein Now range is packaged in 12-pack cases and is currently distributed through the brand's direct-to-consumer e-commerce platform, alongside select online marketplaces and speciality retail networks.
About NutraBio Labs
Founded in 1993, NutraBio Labs, Inc. is an established manufacturer of sports nutrition and wellness supplements. Operating its own FDA-registered, GMP-compliant manufacturing facility in the United States, the company is known for its commitment to ingredient transparency, offering fully disclosed formulas and third-party lab testing across its product portfolio.
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