Nurri, a better-for-you lifestyle brand, announced the launch of its Protein Milk Shakes. 

The launch marks Nurri’s entry into the milk-based beverage market, expanding its offerings to meet growing consumer demand for ultra-filtered protein dairy options.

Using advanced ultrafiltration technology, Nurri’s new Milk Shakes retain essential proteins and minerals while delivering a rich, creamy taste, the company says. The Nurri brand name was inspired by the ancient word for “radiance” and serves as a playful take on the word “nourish,” it notes.

“Nurri’s mission is to make ‘nurrishment’ better, making ‘better-for-you’ products even more flavorful and fun,” said Adam Tollefson, director of marketing, in a statement. “We’re excited to kick off the brand with our chocolate shakes — essentially a creamy, indulgent milkshake in a can. These shakes launch exclusively at Costco, and we plan to expand into other categories such as iced coffees and creamers, available through various retail partners.”

Tom Lehocky, vice president of sales, added: “At Nurri, we focus on adding value for our retail partners and their shoppers through insight-driven innovation. With rising demand 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.”

Packed with essential vitamins and minerals, Nurri is lactose-free, and packaged in 100% recyclable aluminum cans to ensure freshness, shelf-stability and portability, it says. Nurri now can be purchased in a 12-pack of 11-ounce cans for $19.99, available nationwide at Costco.

www.drinknurri.com