Nurri Kids Ultra-filtered Protein Shake Launches at Sam’s Club Nationwide

Little Chute, Wis., June 1, 2026 — Navigating the kids’ nutrition aisle is often a tightrope walk for parents. You want to give them something wholesome, packed with vitamins and protein, but let’s be honest, if it tastes like cardboard, it’s going straight down the drain.

This inherent tension—the “nutrition paradox”—has long left a massive gap in the market, a void that Nurri is now aggressively targeting. The rapidly growing protein lifestyle brand has just launched Nurri Kids™, a new ultra-filtered protein shake, available nationwide at Sam’s Club.

This isn’t some rookie outfit trying to make a splash; Nurri has been on a tear. The brand was recently recognized as one of Circana’s top CPG growth leaders, hailed as an “insurgent brand” by Bain & Company, and crowned Instacart’s fastest-growing brand of 2025.

That kind of momentum, fueled by a commitment to “thoughtful formulation and craveable taste,” now sets the stage for their entry into the children’s segment. And that, truth be told, changes things.

Nurri Kids: The Nutritional Edge

What precisely makes Nurri Kids different in a market saturated with brightly colored, sugar-heavy alternatives? It boils down to a few critical numbers and a core technology:

• Protein Power: Each serving delivers a solid 10 grams of protein, a significant boost for growing bodies.
• Sugar Control: With just 2 grams of sugar per serving, it stands in stark contrast to many traditional flavored milks or even some “health” shakes that are practically dessert in a bottle.
• Essential Nutrients: Fortified with 9 essential vitamins and minerals to support overall development.
• Ultra-filtered Milk Platform: This is the key. By using ultra-filtered milk, Nurri achieves a smooth, creamy texture that kids genuinely enjoy, without needing to load it up with excess sugar or artificial thickeners. It’s what allows them to bridge that taste-nutrition gap.

“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,” explained Adam Tollefson, Business Unit Director at Nurri, articulating the brand’s core philosophy. This isn’t just about selling a shake; it’s about solving a fundamental parenting problem.

The nationwide launch at Sam’s Club is also a strategic stroke. Warehouse clubs mean bulk sales, which immediately positions Nurri Kids for busy families looking for value and health. It’s a channel that bypasses the niche, high-end health food stores, putting Nurri directly into the shopping carts of millions of mainstream consumers.

Targeting children aged 4 and up, the product is clearly designed for versatility—whether it’s a quick breakfast solution, a lunchbox addition, an after-school refuel, or an on-the-go snack for active kids.

For parents weary of the constant battle over healthy eating, a genuinely tasty, low-sugar, high-protein chocolate milkshake might just be the peace treaty they’ve been waiting for. Nurri, a lifestyle brand on a mission to “nurrish a better world, one smile at a time,” through “exceptional flavors,” seems to be putting their money where their mouth is.

They’re making better-for-you choices actually fun for kids. This Sam’s Club debut isn’t just a product launch; it’s a significant play to redefine an entire category. You can find more information about Nurri Kids and their mission directly at drinknurri.com.