Vital Proteins is betting on a new format. 

On Tuesday, the brand best known for its collagen peptide powder since launching in 2013 is releasing its first ready-to-drink beverage, Vital Proteins Collagen & Protein Shake, at $10 for four, available in chocolate and free from added sugar, carrageenan, artificial sweeteners, colors and flavors. The drink contains 30 grams of protein and 10 grams of collagen per bottle.

The shakes will be available at Walmart nationwide followed by additional retailers later this year. An 18-pack will retail for $30 and be available at Costco. 

“We’re entering the ready-to-drink space with the Vital Proteins Collagen & Protein Shake to give consumers a more convenient and accessible way to support their wellness goals,” said Jill Abbott, vice president of marketing strategy and innovation at Vital Proteins. “As interest in both protein and collagen continues to rise, we saw a clear opportunity to deliver what people are looking for: more function and more ease.”

Abbott added: “The Vital Proteins Collagen & Protein Shake is a natural evolution for the brand and a way to bring even more value to both new and existing users. This launch is our way of bringing innovation to a category that’s ready for a shake-up.” 

While this launch taps into a more convenient on-the-go form factor, it also targets the high protein craze that has taken hold on social media — high protein alone amasses nearly 160 million average weekly views, according to Spate.

“Protein continues to show strong staying power, with consumers prioritizing ways to increase their daily intake, a trend that’s continued to rise in recent years. Ready-to-drink protein beverages offer an easy, efficient solution to help meet those goals, particularly for those managing busy, on-the-go lifestyles,” Abbott said. “As a result, consumers are seeking high-protein options that can also deliver added functional benefits. In the same vein, our brand research found that more than half of Vital Proteins collagen shoppers are already choosing products with added ingredients, pointing to a strong preference for value-added solutions. We also learned that many collagen users are interested in exploring new formats, especially ready-to-drink options.”

In addition to its signature powder, Vital Proteins also offers some products in gummy and capsule varieties. Like these, the new beverage provides consumers another convenient option. 

“As the brand that put collagen peptides on the map, this launch represents our continued commitment to pushing the category forward and creating new ways for consumers to incorporate collagen and its benefits into their lifestyles — moving beyond the powder and bar formats that have long defined the category,” said Abbott.