The new milk-based beverage combines protein and prebiotic fibre as sports nutrition brands respond to broader interest in convenient, multifunctional food products.
Optimum Nutrition is expanding its ready-to-drink range with a 30G Ultra-Filtered Milk Protein Shake + Fiber, combining 30 grams of protein with 8 grams of prebiotic fibre. The product brings a digestive-health proposition into a category traditionally centred on protein and muscle support. It is rolling out through Amazon, TikTok Shop and selected retailers across the United States, giving the brand a new way to address consumers seeking several nutritional benefits in one portable format.
The move follows a wider shift in what Americans say they want from food and beverages. Ipsos found that 31% of Americans were seeking products with more fibre than a year earlier, while 43% were looking for more protein and 26% for more probiotics. The findings place fibre alongside protein as part of a broader functional-food conversation, although the new product remains anchored in Optimum Nutrition’s sports-nutrition positioning.
Made with ultra-filtered milk, the shake is designed to provide a smooth, creamy texture while concentrating its protein content. It is gluten-free and contains no artificial flavours, colours or sweeteners, according to Optimum Nutrition, and comes in Chocolate, Vanilla and Strawberry varieties. The product is offered in a four-pack priced at $12.99 on Amazon and a 12-pack priced at $39.99 through TikTok Shop and OptimumNutrition.com, with further retail distribution planned throughout the autumn.
The formulation also reflects how the ready-to-drink protein segment is broadening beyond a single performance benefit. Optimum Nutrition describes the fibre as supporting gut health alongside the shake’s protein contribution to muscle health, while the brand’s partner Cameron Brink presents the format as suitable for use between practices, games and travel. That positioning connects sports nutrition with everyday convenience without abandoning the category’s established emphasis on protein quantity and taste.
For Optimum Nutrition, the product extends a familiar protein platform into a more layered nutritional proposition at a time when shoppers are comparing products by several functional attributes. Its combination of milk protein, prebiotic fibre and multiple flavours gives the brand a means of participating in that shift through an existing ready-to-drink format. The broader implication is measured rather than sweeping: fibre is becoming a more visible consideration in products still marketed primarily around protein.
