Vital Proteins launches first collagen protein shake in ready-to-drink format
Image credit: Vital Proteins
Vital Proteins enters the US ready-to-drink market with a collagen-infused protein shake designed to deliver convenience and wellness benefits. The drink focuses on high-quality protein and clinically backed collagen benefits in one easy-to-use format.
The new Collagen & Protein Shake offers 30 g of protein and 10 g of collagen peptides per serving, supporting hair, skin, nail, bone and joint health, lean muscle, and helping to manage hunger.
Available in a light chocolate flavor, the shake is aimed at consumers who want an efficient way to increase their protein intake while enjoying additional wellness benefits.
“People want their wellness routines to work harder — not be harder,” says Jill Abbott, VP of marketing strategy and innovation at Vital Proteins. “The Vital Proteins Collagen & Protein Shake meets the moment with people looking for more protein, more benefits, and more ease in their routine.”
“The tag team of high-quality protein and our signature collagen peptides all in one convenient, great-tasting ready-to-drink beverage delivers on both function and format, without compromise.”
High-protein market
US consumers are increasing their protein intake, which is linked to benefits in muscle health and weight management. As a result, the nutrition industry is exploring new delivery formats for protein, such as clear solutions or protein-boosted snacks.
Valio, Cosun Protein, and FrieslandCampina Ingredients recently told us performance proteins are moving into mainstream nutrition to support consumers’ active lifestyles.
Vital Proteins is targeting this growing demand for convenient, nutrient-packed options. With the launch, the Nestlé-owned brand is broadening collagen’s reach, offering a new format for first-time collagen users and longtime fans who want a simple, ready-to-drink solution.
Unlike the brand’s traditional collagen powders, the shake is designed for grab-and-go lifestyles. Each 11 fl oz bottle is free from added sugars, carrageenan, artificial sweeteners, colors, or flavors.
The product is launching this month at Walmart and will expand to Costco in September. Further retail distribution is planned later in the year.
