Nurri Expands Into Kids' Segment Nurri, the fast-growing protein beverage brand, has launched Nurri Kids™, a nutrition shake designed specifically for children, now available nationwide at Sam's Club.

The product delivers 10 grams of protein and 2 grams of sugar per serving, formulated with ultra-filtered milk and fortified with 9 essential vitamins and minerals. Nurri Kids targets children ages 4 and up.

Filling a Market Gap The launch positions Nurri in an underserved segment of the children's beverage category. "We saw a clear gap in the kids' nutrition category – a lack of beverage options that parents feel good about, and kids genuinely enjoy. 'Nutrition' only works if kids actually drink it," said Adam Tollefson, Business Unit Director at Nurri. "Nurri Kids brings our ultra‑filtered milk platform into an underserved kids' segment, charting an entirely new course pairing nutrition with great taste."

The shake comes in classic chocolate milkshake flavors and targets multiple consumption occasions: breakfast, lunch boxes, after-school snacks, and on-the-go consumption.

Building on Recent Momentum The kids' product expands Nurri's market presence following several recognition milestones. The brand was named a Circana top CPG growth leader, a Bain & Company insurgent brand, and Instacart's fastest-growing brand of 2025.

About Nurri: The company describes itself as a lifestyle brand on a mission to nourish a better world through exceptional flavors that make better-for-you choices more fun.

Why It Matters

Nurri's entry into the kids' nutrition space signals growing consumer demand for high-protein, low-sugar beverages targeting younger demographics. The Sam's Club distribution provides significant scale for a relatively new product category extension, and may pressure incumbents in the children's nutrition shake market to reformulate or reposition their offerings.

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Written by FBM Publications Editors