Nurri

Overview

Nurri is a U.S.-based lifestyle brand specializing in ready-to-drink protein milkshakes made with ultra-filtered milk. It positions itself in the functional beverage market by offering high-protein (30g), low-sugar (1g), lactose-free products with 150 calories per 11-oz can, available at retailers like Costco, Sam's Club, Walmart, and Amazon. The brand emphasizes nostalgic flavors, shelf-stability in recyclable aluminum cans, and a fun, indulgent approach to nutrition.¹²³⁴

History

Nurri launched in 2024 as a better-for-you protein milkshake brand under Trilliant Food and Nutrition in Little Chute, Wisconsin. It entered the ultra-filtered milk protein beverage market to address consumer demand amid supply constraints. By 2026, it achieved rapid growth, becoming Instacart's fastest-growing brand and expanding to major retailers; it appointed Curiosity as its agency of record for its first consumer campaign.³⁴

Product Lines

Manufacturing

Products are produced by parent company Trilliant Food and Nutrition in Little Chute, Wisconsin, using advanced ultrafiltration technology to retain proteins and minerals while achieving shelf-stability in recyclable aluminum cans.¹²³

Notable Products

• Nurri Protein Milk Shake - 11-oz can with 30g protein from real milk, 1g sugar, 150 calories, lactose-free.

Reputation

Nurri is perceived as a fast-growing innovator in the protein dairy category, praised for its creamy taste, nutritional profile, and effective marketing via influencers and in-store demos at Costco. Professionals note its strategic entry into a constrained market with shelf-stable, portable options. As a 2024 launch, long-term reputation is still developing.⁴⁵