Vital Proteins, the collagen supplement brand best known for its iconic Blue Tub powder, has officially entered the ready-to-drink (RTD) space.
The launch of its new Collagen & Protein Shake, formulated with 30 grams of protein and 10 grams of collagen peptides per serving, “comes at a time when consumers are actively looking for convenient ways to increase their daily protein intake while supporting their overall wellness,” Jill Abbott, vice president of marketing strategy and innovation at Vital Proteins, told NutraIngredients.
Bridging protein and beauty
While traditional protein shakes have focused on performance and fitness, Vital Proteins’ RTD shake aims to do more, promising functional benefits that extend to skin, hair, nails, bones and joints.
Brand research conducted at the beginning of the R&D process revealed 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,” Abbot said. “We also learned that many collagen users are interested in exploring new formats—especially ready-to-drink options.”
This functional crossover appears to align with broader market trends. According to Mintel’s “Beyond the Hype: Rethinking Collagen Innovation” report published in June, 43% of U.S. beauty supplement consumers prefer RTD formats, just behind gummies and teas.
Tablets may still lead in volume, the report noted, but food-and-beverage-based supplements are gaining ground, particularly among those who prioritize self-care and satiety.
Mintel data shared with NI also showed that collagen is particularly valued by women between the ages of 35 and 54, with one in three actively seeking it out in beauty supplements. These insights further reinforced the appeal of a convenient option for beauty and wellness support.
Functional, clean, and consumer-backed
Creating a product that combined high levels of both protein and collagen while maintaining a clean label required a rigorous R&D process.
“It started with a business brief rooted in our brand insights,” Abbott said. “Our R&D team worked closely with cross-functional partners to identify the right ingredients, conduct sensory trials and validate nutrient levels during pilot testing and factory runs.”
The final product is an 11-ounce light chocolate-flavored beverage with 0 grams of added sugar and no artificial sweeteners, colors or carrageenan. Abbott noted that the benefits of collagen peptides are achieved over time with regular use and that the product is “intentionally formulated...[as] collagen peptides support hair, skin, nails, bones and joints with a daily intake of 10 to 20 grams”
Availability and next steps
The Vital Proteins Collagen & Protein Shake is launching in four-packs at Walmart stores nationwide this month and will be available in 18-packs at Costco in September. Expansion to additional retailers is expected later this year.
While it is the brand’s first RTD product, Abbott said the launch is part of a broader innovation strategy that reflects the evolving needs of consumers.
“We are continuously evaluating our portfolio to best meet current consumer preferences and trends,” she added. “We remain open to exploring future innovation in this category, guided by market research, consumer insights and brand strategy.”
