FitPro Real Milk Protein Expands Distribution

SARTELL, Minn. — Just a few months after a soft product launch, FitPro Real Milk Protein has secured multi-channel distribution at several leading national retailers. The first all-natural, ready-to-drink (RTD) protein shake to earn the REAL Dairy seal will soon be available for sale at more than 1,300 GNC stores and 105 Life Time Fitness clubs from coast to coast. The brand will also launch in 29 Whole Foods Market stores in the coveted Southern California region.

The broad, multi-channel introduction is made possible by FitPro’s national sales and distribution network. The brand has recently partnered with United Natural Foods (UNFI), Lone Star Distribution, National Sales Associates, Focus Sales Associates, Metabrand, and Gotham Brand Managers to facilitate the national launch.

“We are extremely proud to have secured distribution in the leading national retailers of three distinct channels,” said Brad Kloss, Founder and CEO of Proclaim Nutrition, LLC, the maker of FitPro. “GNC, Life Time Fitness, and Whole Foods Market are the unquestioned leaders within their respective categories. Their embracing of FitPro speaks volumes to the quality of our product, and it allows us to reach the full spectrum of consumers that can benefit from our REAL Dairy protein solution.”

FitPro launches with two distinct product lines. The 17 oz. “Plus” line, designed for athletes and workout enthusiasts, contains 40 grams of protein and just 250 calories. The 11 oz. “Daily” line, made for active individuals, contains 26 grams of protein and 160 calories. Both product lines are available in chocolate and vanilla flavors. Packaged in Tetra Pak cartons, the product is shelf-stable for up to 16 months. FitPro’s all-natural formulation has been well-received by retail buyers. Unlike many conventional protein shakes, which utilize rehydrated whey and casein powders as their protein source, FitPro uses ultrafiltered milk.

The filtration process removes the milk’s lactose sugars, leaving behind concentrated liquid whey and casein proteins. The protein is then blended with organic cane juice, organic stevia and monk fruit extract for sweetness, and natural vanilla extract or cocoa powder for flavor. The entire process takes just seven days or less, from cow to carton. FitPro boasts an impressive 3:1 protein to carbohydrate ratio, and averages about 65% fewer carbs than other milk-based RTD protein shakes on the market. The unique formulation offers an unprecedented low-calorie, low-carb, REAL Dairy protein solution that consumers can take on-the-go.

FitPro will make its national trade show debut at Natural Products Expo West in Anaheim, California from March 7-10. Interested attendees should visit Booth #7211.