A departure from the brand's best-selling collagen peptides powder offerings and a spin on the conventional protein beverage, the timely release of the Vital Proteins Collagen & Protein Shake comes as consumers are seeking ways to boost their daily protein intake and are opting for more convenient products that support their overall wellbeing. In fact, nearly three-quarters of Americans looked to increase their protein consumption in the last year, which is up from prior years, and view ready-to-drink beverages as an efficient way to meet their daily nutrition needs.2,3
The new multitasking Vital Proteins Collagen & Protein Shake goes well beyond a basic high-protein drink by delivering added benefits in each shake – an attribute consumers see among the most important in a ready-to-drink beverage.3 That's why, in addition to protein, which supports lean muscle and helps manage hunger, the new beverage offers all the hair, skin, nail, bone and joint support benefits of Vital Proteins, which have made the collagen peptides a fan-favorite product.
This new ready-to-drink beverage is also redefining what's possible when it comes to collagen – moving beyond the powder and bar formats that have long defined the category, to meet consumers where they are today. Now, first-time collagen users have a convenient and approachable way to introduce collagen into their wellness routines and longtime collagen fans have a new, versatile option for effortlessly getting their daily intake, thanks to Vital Proteins.
An ideal way to kickstart the morning, refuel after a workout, snack on-the-go and everything in between, the Vital Proteins Collagen & Protein Shake fits seamlessly into a variety of everyday happenings. The easy-to-grab option is made for real and busy lifestyles – and to support people with looking, moving and feeling their best, which remains at the core of the Vital Proteins brand.
"People want their wellness routines to work harder – not be harder," said Jill Abbott, Vice President of Marketing Strategy & 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, and without compromise."
Each 11 fluid ounce shake contains 0g added sugars, and no carrageenan, artificial sweeteners, colors or flavors. The new Vital Proteins Collagen & Protein Shake is beginning to roll out in four-packs this month to Walmart stores nationwide for an MSRP of $9.99, and in 18-packs at Costco locations nationwide beginning in September for an MSRP of $29.99 (prices may vary by retailer). Expansion to additional retailers is planned for later this year.
For more information on the Vital Proteins Collagen & Protein Shake, visit vitalproteins.com and follow @vitalproteins on Instagram, TikTok and Facebook.
About Vital Proteins®
Vital Proteins® provides premium collagen-based products and wellness supplements that enable people to look, feel and move their best.**^ As a champion for better and realistic wellness, Vital Proteins products help people to get more out of life. The brand has grown to be the leader in collagen by putting transparency and quality ingredients at the forefront of its business – and achieved B Corp™ certification in 2022. Today, Vital Proteins products can be found in mass retailers, grocery and chain drug stores as well as natural food markets in more than 25 countries. For more information, please visit www.vitalproteins.com.
**These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
^Results may vary. Refer to product labels and vitalproteins.com for recommended serving sizes and more information.
Vital Proteins® is a registered trademark.
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1 Circana Total US Multi-Outlet 52 Weeks Ending 6/15/2025; SPINS Total US - Natural Expanded Channel, Stackline-Amazon and Nielsen-Whole Foods latest 52 weeks ending 6/15/2025
2 International Food Information Council. 2024 Food & Health Survey. June 20, 2024. https://foodinsight.org/2024-foodhealth-survey/
3 Mintel, Nutrition Drinks – US – 2025 Report, March 31, 2025
SOURCE Vital Proteins
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