Glanbia Performance Nutrition's Optimum Nutrition is expanding its ready-to-drink portfolio with a new functional SKU that stacks prebiotic fiber alongside high-protein positioning — a formulation play that signals where the premium RTD segment is headed next. The 30G Ultra-Filtered Milk Protein Shake + Fiber delivers 30 grams of protein and 8 grams of prebiotic fiber per serving, made with ultra-filtered milk and free of artificial flavors, colors, and sweeteners. The line launches in three flavors — Chocolate, Vanilla, and Strawberry — and is engineered to serve dual consumer demand for muscle support and gut health in a single, grab-and-go format.

Retail & Pricing

The initial route-to-market prioritizes DTC and e-commerce velocity before broadening off-premise distribution. A 4-pack is priced at $12.99 on Amazon, while a 12-pack retails for $39.99 on TikTok Shop and OptimumNutrition.com — giving the brand two distinct digital shelf placements to test depletions ahead of a wider physical retail rollout. Optimum Nutrition confirmed the SKU will expand to select brick-and-mortar retailers nationwide throughout the fall, though specific wholesale or chain accounts have not been disclosed. The staggered channel strategy is consistent with how better-for-you RTD brands increasingly validate sell-through online before committing to planogram space and cold-chain logistics at scale.

Why Fiber Changes the Functional RTD Calculus

Protein RTDs have been one of the most crowded segments in the beverage supply chain for the past several years, with suppliers competing aggressively on protein gram counts, clean-label credentials, and co-pack efficiencies. Adding a clinically recognized prebiotic fiber claim creates a meaningful point of differentiation that is difficult for private-label or commodity co-packers to replicate quickly. According to Ipsos data cited by Glanbia, 31% of Americans are actively seeking higher-fiber options compared to a year ago — and IFIC research suggests nearly one-third of U.S. consumers fall below the FDA's 28-gram daily recommended fiber value. For retailers managing planogram space in the functional beverage set, a dual protein-plus-fiber claim may justify incremental shelf facings rather than a straight swap with existing protein SKUs.

Dave Lombardi, Senior Brand Manager at Optimum Nutrition, framed the launch as a reflection of evolving consumer routines rather than a departure from the brand's core identity. "Protein will always be core to who we are as a brand," Lombardi said, "but we are committed to growing and evolving with our consumers as their needs and routines change too." The brand is supporting the launch with WNBA star Cameron Brink, whose on-court and travel schedule provides on-premise and convenience-channel imagery that translates well to gym, club, and foodservice-adjacent placements — channels where Optimum Nutrition products already have distribution through specialty and mass retail. The launch also arrives as Optimum Nutrition marks 40 years in the sports nutrition category, a milestone the brand is using to reinforce retail buyer confidence in the label's longevity and repeat-purchase track record.

For wholesalers and distributors managing functional beverage books, the dual-benefit formulation positions this SKU closer to the growing non-alc and functional RTD tier than a standard protein shake — potentially opening conversations with grocery, club, and specialty wellness buyers who have been slow to expand RTD protein shelf space. Coverage of adjacent better-for-you beverage supply-chain trends at Beverage B2B has tracked how fiber and gut-health claims are becoming the next major formulation axis for premium RTD suppliers, and Optimum Nutrition's move is one of the clearest category signals yet from a top-tier sports nutrition supplier.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.