Sports nutrition brand Optimum Nutrition, a subsidiary of Glanbia Performance Nutrition, has expanded its ready-to-drink (RTD) portfolio with the launch of the 30G Ultra-Filtered Milk Protein Shake + Fibre.
The new product combines 30 grams of dairy protein with 8 grams of prebiotic fibre per serving, formulated to support muscle recovery alongside digestive and gut health. The launch marks the brand's first dual-benefit RTD beverage addressing the dietary fibre deficit alongside conventional sports recovery nutrition.
The product has commenced commercial distribution online via Amazon, TikTok Shop, and the brand's proprietary digital platform, with an in-store retail rollout across select US brick-and-mortar stockists scheduled throughout autumn.
Functional Formulation and Prebiotic Fibre
The beverage formulation centres on ultra-filtered milk, a processing technique that concentrates natural milk proteins while filtering out lactose and water to yield a dense protein base with a smooth dairy mouthfeel.
To address digestive wellness, the brand integrated 8 grams of prebiotic soluble fibre into each serving. This addition responds to consumer dietary research showing that 31% of American shoppers seek higher-fibre products, while roughly one-third of the population falls below the recommended daily intake of 28 grams.
The formulation adheres to clean-label manufacturing parameters:
Protein and Fibre Ratio: Delivers 30g of dairy protein alongside 8g of prebiotic dietary fibre.
Clean-Deck Matrix: Contains no artificial flavours, synthetic colours, or artificial sweeteners.
Allergen Specifications: Certified gluten-free.
"Consumers are driving a really exciting change in the nutrition space, as their expectations for daily product benefits grow," said Dave Lombardi, Senior Brand Manager at Optimum Nutrition.
"Protein will always be core to who we are as a brand, but we are committed to growing and evolving with our consumers as their needs and routines change too. The 30G Ultra-Filtered Milk Protein Shake + Fiber is a great example of this approach – bringing together the nutrition consumers are prioritizing with the creamy taste and convenience they want to come back to every day."
Flavour Assortment and Sensory Profiles
The ready-to-drink line launches in three classic beverage varieties:
🍫 Chocolate: Formulated with dairy cream notes and smooth cocoa solids.
🍦 Vanilla: Blends sweet cream profiles with traditional vanilla bean flavour notes.
🍓 Strawberry: Designed to emulate traditional chilled strawberry milk using ripe berry flavours.
Brand Milestone and Commercial Partnerships
The launch coincides with Optimum Nutrition's 40th anniversary in the global sports nutrition sector.
To support the product rollout and engage lifestyle consumers beyond traditional bodybuilding demographics, the brand is partnering with professional basketball player and WNBA athlete Cameron Brink.
"As an athlete, I've learned that fueling well is about looking at the full picture and giving my body what it needs to perform, recover and keep up with everything I ask of it," said Brink. "Protein has always been an important part of my routine, and I'm also paying attention to things like fibre and gut health. I love having something that tastes great and is easy to grab between practice, games and travel."
Retail Pricing and Distribution
Optimum Nutrition is utilising a hybrid direct-to-consumer and retail grocery distribution framework:
Digital Channels: Available in four-count packs for $12.99 via Amazon, alongside 12-count case packs priced at $39.99 through TikTok Shop and OptimumNutrition.com.
Physical Retail: Four-pack configurations are rolling out across select US supermarkets, convenience operators, and specialty retailers throughout autumn.
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