Juice Plus+ launches low-sugar strawberry shake for families

Juice Plus+ introduced Complete Strawberry Nutrition Shake on June 23, pressing a familiar, low-sugar strawberry flavor into a category that has been dominated by gym-floor protein talk. The company is pitching the shake as balanced and family-friendly, with 14 grams of plant-based protein, 8 grams of dietary fiber, 9 essential vitamins and minerals, 100 calories and less than 1 gram of added sugar per serving.

That nutrition panel is the point of the launch. In a market where many shakes lean hard on protein counts or dessert-like sweetness, Juice Plus+ is trying to make the product look usable at breakfast, between meals or as a lighter daily habit. The company says the strawberry version has 80% less sugar than its other Complete shake flavors, a comparison that makes the low-sugar claim more than a label detail. It also says the shake is not a meal replacement, which puts a clear limit on how far it wants the product to stretch.

The new pouch comes in 30-serving and 60-serving formats, with a listed U.S. price of $162. That pricing puts the shake squarely in the premium nutrition-shake lane, where the real competition is not only protein powders but also ready-to-mix meals and mainstream wellness shakes that promise convenience without the syrupy aftertaste. Juice Plus+ is betting that strawberry, more than a more aggressive flavor, signals something approachable enough for households rather than just lifters.

The launch also fits the company’s broader positioning. Juice Plus+ says it was founded in 1970 by Jay Martin, operates in more than 20 countries and shifted toward health and wellness in 1993 with Fruit and Vegetable Blend capsules. The brand frames its products around plant-based nutrition drawn from fruits, vegetables, legumes, ancient grains and superfoods, and the strawberry shake extends that pitch into a format meant to feel everyday and easy to understand. In practical terms, this is less a flavor add-on than a test of whether protein brands can widen their audience from fitness buyers to families that want a shake to do real work without tasting clinical.