Nurri Launches Kids Protein Shake at Sam’s Club, Expands Into Children’s Nutrition Category

LITTLE CHUTE, Wis. — Nurri has launched Nurri Kids, a new ultra-filtered protein shake formulated for children ages 4 and older, marking the brand’s entry into the growing children’s nutrition beverage market. The product is now available at Sam’s Club locations nationwide, according to an announcement released June 1.

The new product contains 10 grams of protein, 2 grams of sugar, and nine essential vitamins and minerals per serving. Made with ultra-filtered milk, the chocolate-flavored shake is designed to provide a higher-protein alternative to traditional children’s nutrition beverages.

Consumers can learn more about the product through Nurri’s product page and broader product lineup:

The launch extends Nurri’s rapid expansion in the protein beverage category. The company cited recent recognition from Circana, Bain & Company and Instacart as indicators of its recent growth trajectory. With Nurri Kids, the brand is moving beyond adult-focused protein shakes and into a category traditionally dominated by established pediatric nutrition brands.

According to Adam Tollefson, Business Unit Director at Nurri, the company identified what it viewed as a gap in the children’s nutrition market.

“We saw a clear gap in the kids’ nutrition category; a lack of beverage options that parents feel good about, and kids genuinely enjoy,” Tollefson said in the announcement.

Nurri said the product is intended for multiple consumption occasions, including breakfast, lunchboxes, after-school snacks and on-the-go nutrition for families.

Why it matters

Nurri’s entry into children’s nutrition reflects a broader shift in the CPG industry. Brands are increasingly focusing on high-protein formulations, reduced-sugar products and functional beverages tailored to specific consumer groups.

The launch also aligns with retailers’ growing emphasis on better-for-you products. Earlier this year, Sam’s Club highlighted efforts to simplify ingredient formulations across its private-label food portfolio. The initiative reflects rising consumer demand for cleaner-label nutrition products.

At the same time, brands are expanding beyond their traditional customer bases. Many are seeking new consumption occasions within households. By leveraging its ultra-filtered milk platform for a children’s product, Nurri is extending its reach into a new category. The company is also aiming to capitalize on continued consumer interest in protein-rich foods and beverages.

Competition in the nutrition beverage category continues to intensify. As a result, brands are looking for new ways to stand out. Many are differentiating through ingredient profiles, protein content and targeted formulations designed for specific age groups and lifestyles.

Editor’s Note: Source86 Perspective

For food manufacturers and private label brands, Nurri’s expansion into children’s nutrition highlights a growing trend across the CPG sector. Consumers increasingly expect products to deliver both nutritional benefits and convenience.

Protein fortification remains a key area of focus for brands. Reduced-sugar formulations are also gaining traction. In addition, targeted functional nutrition products continue to create new opportunities for innovation across beverage categories.

At Source86, we help brands navigate evolving consumer preferences through ingredient sourcing, product development support, FSQA oversight, supply chain management, and private-label solutions. As demand for better-for-you products grows across age groups, manufacturers that combine strong formulations with reliable supply chains will be better positioned to compete in an increasingly crowded marketplace. Let’s talk.

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External source: Nurri Introduces Nurri Kids™, an Ultra-filtered Protein Shake Redefining Nutrition Shakes for Growing Kids at Sam’s Club