Glanbia Performance Nutrition's Optimum Nutrition is entering the functional-fiber RTD segment with a new ready-to-drink shake that stacks 30 grams of ultra-filtered milk protein alongside 8 grams of prebiotic fiber — a formulation squarely aimed at consumers treating gut health as a daily performance input, not an afterthought.

The 30G Ultra-Filtered Milk Protein Shake + Fiber is rolling out now on Amazon as a 4-pack at $12.99 and on TikTok Shop and OptimumNutrition.com as a 12-pack at $39.99, with brick-and-mortar retailer expansion planned through fall 2026. The product is available in Chocolate, Vanilla, and Strawberry and carries a clean-label profile — no artificial flavors, colors, or sweeteners — positioning it against a ready-to-drink protein category increasingly crowded with ingredient-forward challengers.

The Market Backdrop

The launch reflects a meaningful shift in what performance-nutrition buyers are demanding from a single SKU. According to Ipsos data cited by the brand, 31% of Americans say they are actively seeking higher-fiber options compared to a year ago, while International Food Information Council research notes that nearly one-third of Americans fall short of the 28-gram daily recommended fiber intake. For operators and buyers stocking gym channels, c-store coolers, and specialty retail sets, that gap represents a commercial opportunity the core protein-shake category has largely left unaddressed.

Ultra-filtered milk serves as the protein delivery mechanism here, concentrating casein and whey while delivering the smooth mouthfeel associated with dairy-based shakes — a differentiator in a segment dominated by whey-isolate blends and plant-protein alternatives. The processing method produces a more protein-dense base than conventional fluid milk, which allows the formulation to hit 30 grams per serving without a heavy ingredient deck.

Brand and Channel Context

Optimum Nutrition, which marks its 40th year as a sports nutrition brand in 2026, holds the No. 1 global sports nutrition brand position by retail value share according to Euromonitor International's Consumer Health 2025 edition — a ranking anchored by its Gold Standard Whey franchise. The fiber-forward RTD extension signals Glanbia's intent to broaden the brand's footprint beyond the core weight-room buyer into everyday wellness occasions, a daypart-expansion play that mirrors moves by peers across the functional-beverage space.

"Protein will always be core to who we are as a brand, but we are committed to growing and evolving with our consumers as their needs and routines change," said Dave Lombardi, Senior Brand Manager at Optimum Nutrition. WNBA athlete Cameron Brink serves as a brand partner for the launch, lending credibility to the positioning around recovery nutrition that integrates fiber alongside protein intake.

For foodservice and retail buyers, the product's clean-label attributes and dual-benefit positioning make it a candidate for health-and-wellness endcap placement and gym-channel vending sets. The fall retail rollout timeline aligns with the post-summer fitness reengagement window — a historically strong period for sports nutrition and functional beverage velocity. Operators tracking the broader RTD protein segment will want to watch whether the fiber co-claim drives measurable trade-up from standard protein SKUs at the shelf.

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.