Nurri launches kids protein shake at Sam’s Club nationwide

Do children actually need protein shakes, or is this adult wellness marketing in kids' clothing? Nurri is betting that Sam’s Club shoppers will answer with a carton of Nurri Kids, a chocolate milk-flavored shake for children ages 4 and up now sold nationwide in 8-ounce cartons and 12-packs. Built on Nurri’s ultrafiltered milk platform, the drink delivers 10 grams of protein, 2 grams of sugar and 9 naturally occurring vitamins and minerals.

Pediatric nutrition guidance usually starts from a much less dramatic place: most healthy children who eat a balanced diet do not need protein supplements, and regular foods such as milk, yogurt, eggs, beans and other protein sources usually cover the need. That is exactly why the kids beverage category has been so hard to crack. Families want convenience, but they also want reassurance that a drink marketed like a treat is not just another sugar bomb dressed up as wellness.

Nurri says it is trying to meet that tension head-on. Adam Tollefson, the company’s business unit director, said the brand saw a clear gap in the kids’ nutrition category, a lack of beverage options that parents feel good about and kids genuinely enjoy. The company is leaning into chocolate milk taste first and nutrition second, a strategy that acknowledges a simple truth in children’s food: if the kid refuses the carton, the label does not matter. Sam’s Club’s listing reinforces the pitch with claims that the product is gluten-free, kosher certified, lactose-free and rBST-free, alongside the real-milk formulation.

The kids launch also fits a broader club-and-commerce play. Nurri first entered the market with adult protein milk shakes at Costco in September 2024, then expanded to Sam’s Club a few months later and to Amazon in June 2025. In that earlier launch, the 11-ounce cans delivered 30 grams of protein and just 1 gram of sugar, and Tollefson said the category still had room for something different. “With rising demands and significant supply constraints in the ultra-filtered milk protein beverage market, we saw a unique opportunity to bring something fresh and different to Costco, its shoppers and the broader category. Protein shakes are just the start for Nurri!” he said.

That makes Nurri Kids less like a one-off SKU and more like the next step in a fast-moving protein platform. Nurri has also been described by Circana as a top CPG growth leader, by Bain & Company as a new insurgent brand and by Instacart as the fastest-growing brand of 2025. Now the company is using warehouse-club scale, family sizing and a gentler nutritional profile to push protein into a new aisle, where convenience, parental anxiety and chocolate milk nostalgia do most of the selling.