Forty-five-year-old vertically integrated beverage manufacturer Trilliant Nutrition, whose portfolio includes brands like Victor Allen’s, Aspen Ridge and Study Fuel, is looking for growth opportunities beyond the coffee category with the launch of Nurri ultra-filtered protein milk shakes, exclusively available at Costco.
The lactose-free protein milk shake line – which currently consists of a single Chocolate SKU – contains 30 grams of protein per 11 oz. can, along with 10 essential vitamins and minerals and one gram of sugar. The product is positioned as an indulgent milkshake and is crafted using advanced ultrafiltration technology that, according to the brand, retains essential proteins and minerals while delivering a rich, creamy taste.
Nurri’s protein milk shakes are built for bulk sales and carry a SRP of $19.99 per 12-pack, which the brand claims is a lower, more attractive price point than its competitors. Comparatively, competing brands Slate and Spylt’s products retail for $35.99 per 12-pack.
The brand launched exclusively at Costco as the retailer “had a gap in the ultrafiltered milk beverage space” and gave Nurri the potential to reach a broad audience – from busy moms to office workers to fitness enthusiasts. Trilliant is no stranger to the mass and club channels – it has been distributing beverage products (including Victor Allen’s RTD coffees) at Walmart and Sam’s Club for some time.
“While other protein drinks are often positioned around nutrition and muscle building, Nurri is positioned as more of a lifestyle brand. Our brand is playful and bright, and we want everyone to enjoy a drink that makes it easier for consumers to get their protein intake up,” said a spokesperson for Nurri.
Though category competitor Slate was initially positioned as a lactose-free, better-for-you chocolate milk when it launched in 2019, the brand later found that its 20 grams of protein was resonating with a core market of fitness-oriented consumers. Co-founder Manny Lubin previously told BevNET that it has become increasingly clear that Slate is “selling strength.”
Nurri told BevNET it is open to additional retail partnerships down the line but is currently laser-focused on its partnership with Costco. Throughout October, the brand has been reinvesting its earnings into demo sampling at the retail chain’s locations nationwide to increase consumer awareness, according to a spokesperson.
The History Behind Nurri’s Parent Company
Founded in 1979 by Victor Allen Mondry under the name Victor Allen’s Coffee, Trilliant’s platform spans private label and branded beverages, including coffee grounds, coffee pods, teas and fruit drink mixes. The company, now owned by private equity company Blackstone, generates approximately $60 million in annual earnings before interest, taxes, depreciation and amortization, reports Reuters.
Victor Allen’s is the company’s largest brand in the ready-to-drink space and has seen rapid growth this year through a series of licensing flavor deals with Mars (Snickers, Twix), General Mills (Cinnamon Toast Crunch) and Unilever’s Magnum and Breyers ice cream brands. In 2023, the brand landed its 3-SKU line of iced coffee lattes featuring a new brand logo and refreshed packaging on the shelves of 500 select Walmart stores.
“Consumer demand for high quality coffee at a reasonable price continues to grow as inflation remains sticky. The Victor Allen’s Coffee brand is all about empowering our consumers to have a great iced coffee beverage without having to compromise on quality or spend extra [money],” said Tom Lehocky, VP of sales at Trilliant, in a press release.
Outside of producing its own branded products, Trilliant also serves as a private label supplier for companies such as c-store giant 7-Eleven.
Of late, multiple sources claim Blackstone is considering a sale of Trilliant Food & Nutrition that would value the company at $600 million. According to data from ratings agency Moody’s Investor Service, although Trilliant has taken a hit from a rise in raw material costs, it has benefited from consumers increasingly seeking single-serve and RTD coffee, in addition to a growing demand for cheaper private label products.
Looking ahead, Trilliant plans to leverage its knowledge in the coffee and RTD space to expand Nurri’s products into other categories such as iced coffees and creamers.
“With Nurri, we focus on adding value for our retail partners and their shoppers through insight-driven innovation,” said Lehocky in a statement. “Protein shakes are just the start.”