Optimum Nutrition launches creatine gummies, 40-gram protein shake for everyday use

Convenience is becoming the real battleground in sports nutrition, and Optimum Nutrition just leaned in with two launches built around daily use, not gym-floor ritual. The Glanbia performance nutrition brand announced Creatine Gummies and a 40G Protein Shake on April 30, 2026, framing both products as ways to fit strength and recovery into ordinary routines.

The creatine play is the sharper format shift. Optimum Nutrition first introduced Creatine Gummies on January 23, then returned in April with a broader portfolio push around the same product line. The gummies deliver 5 grams of creatine monohydrate in three pieces, which is exactly the sort of low-friction dosing that matters for consumers who do not want to scoop powder, stir a drink, or think twice about compliance. Optimum Nutrition positions creatine as one of the most researched sports supplements and says it is suited to short, high-intensity exercise, including strength training, sprinting and team sports. The pitch is clear: keep the ingredient credible, but make the delivery format easier to live with.

The 40G Protein Shake extends a ready-to-drink lineup that already existed, but it moves the bar higher on protein. The new shake comes in Chocolate and Vanilla, and Optimum Nutrition says each naturally flavored bottle contains 5 grams of fiber and is an excellent source of calcium. That makes it less of a pure muscle-recovery product and more of an all-purpose grab-and-go protein option for people who want a bigger dose without mixing powder or planning ahead. In practical terms, that is the point. Powder still matters, but it is no longer the only answer.

Optimum Nutrition tied both launches to a new creative platform called Optimum Advantage, with Cooper DeJean as the lead athlete and additional appearances from Cameron Brink, Miriah Lopez and Steven Benedict. The roster signals that the brand wants to straddle performance credibility and lifestyle appeal at the same time, a formula that has become standard across sports nutrition as the category gets more crowded.

The strategic read is hard to miss. Optimum Nutrition says it is the world’s No. 1 sports nutrition brand and the No. 1 creatine brand in the United States and the United Kingdom, and these launches look designed to defend that lead by making performance nutrition feel easier to buy, carry and consume. For retailers, that is the bigger story: the competition is no longer just about grams of protein or creatine purity, but about which format feels most natural in a consumer’s day.