Urban Remedy, a prominent player in the certified organic ready-to-eat (RTE) sector, has announced the expansion of its functional beverage portfolio with the launch of the Strawberry Organic Protein Collagen Meal Shake. This introduction follows the significant commercial success of the line's initial Chocolate and Vanilla offerings, which have become the brand's top-selling beverages since their 2024 debut. The expansion signals a strategic move to capitalize on the convergence of the high-protein and collagen supplement markets within a single, grab-and-go format.
Market Performance and Portfolio Expansion
The decision to add a third flavor profile was driven by robust consumer sell-through data. In an industry where ultra-processed meal replacements often dominate the convenience category, Urban Remedy’s protein-collagen hybrid has outperformed traditional beverages by targeting "modern wellness seekers" who prioritize ingredient transparency.
"The strong response to our Protein Collagen Meal Shakes confirms that consumers are seeking functional nutrition that delivers measurable benefits without the negative aspects of ultra-processed foods," stated Steven Naccarato, CEO of Urban Remedy. This expansion reinforces the brand’s "Food is Medicine™" mission, positioning functional beverages as a viable alternative to traditional recovery and meal-replacement drinks.
Technical Specifications: The Collagen-Protein Hybrid
Urban Remedy’s formulation addresses the dual demand for muscle recovery and aesthetic/joint health (the "beauty-from-within" trend). The Strawberry variety maintains the line’s strict nutritional parameters:
Protein Density: Each 16oz bottle delivers 28–30g of protein.
Collagen Integration: 10g of grass-fed, organic, hydrolyzed Type I and III collagen peptides, optimized for bioavailability.
Glycemic Profile: 0g of added sugar; the product is naturally sweetened with dates to maintain a low-glycemic index.
Amino Acid Profile: Contains 18 amino acids to support sustained energy and muscle tissue repair.
By utilizing hydrolyzed collagen—a process where collagen fibers are broken down into small peptides—the brand ensures higher absorption rates compared to non-hydrolyzed alternatives, a key selling point for the nutraceutical-savvy consumer.
Clean Label Standards and Supply Chain Integrity
The brand continues to differentiate itself through "uncompromising standards" in an increasingly crowded organic market. Founder and Chief Product Officer Neka Pasquale emphasized that the success of the line validates the demand for 100% clean, certified organic ingredients selected for their specific functional properties. This approach avoids the synthetic thickeners and artificial sweeteners commonly found in the RTD (ready-to-drink) protein category.
Distribution and Retail Strategy
Urban Remedy is utilizing its established retail footprint to drive the Strawberry launch. The product is now available through:
Whole Foods Market: Specialized grab-and-go kiosks nationwide.
E-commerce: Available via Whole Foods Market on Amazon.
Pricing: The 16oz bottles carry a suggested retail price (SRP) of $9.99.
This premium pricing reflects the high cost of organic, grass-fed hydrolyzed collagen and the brand's positioning within the "ultra-clean" functional food tier. As the RTE meal and functional beverage sectors continue to merge, Urban Remedy’s expansion suggests a long-term commitment to high-density, low-processing nutrition.
