Elmhurst 1925’s launch of its ready-to-drink (RTD) protein shake line is a practical extension from its clean-label, plant-based milks and creamers rooted in consumer demand for convenient protein formats, according to the company.
“Elmhurst has built a reputation on simple, minimally processed plant-based beverages … and naturally we look around categories in the plant-based arena to see what’s next for us to impact,” Heba Mahmoud, senior director of brand innovation for Elmhurst 1925 said of the Clean Protein shake line.
Clean Protein delivers 27 grams of protein per serving, using a blend of pea and mung bean protein, along with 190 calories, about 3 grams of sugar and between 2 and 5 grams of fiber depending on the SKU. The shakes – which are available in Pistachio Crème, Sea Salt Chocolate, Vanilla, Strawberries & Cream – are sweetened with a natural cane sugar and monk fruit extract blend, and free from artificial sweeteners and flavors.
For the brand, the move into protein was driven by both macro trends and a clear gap in the plant-based set.
“Protein has evolved from just a sports-focused nutrition benefit into a mainstream priority,” she said. “Consumers are looking for ways to make protein a central part of their routine … beyond the fitness occasion.”
Other brands, like Muscle Milk, which launched its RTD Pro shake line, aims to meet consumers’ varied usage occasions around protein consumption.
For Elmhurst, developing a plant-based protein shake aligned with shoppers’ broader discernment around ingredient quality, taste and nutrient density.
“That’s what we do best – we can make really delicious, creamy plant-based products that aren’t packed with all the bad stuff,” Mahmoud said.
From multi-serve to on-the-go
While Elmhurst’s legacy milks and creamers are primarily multi-serve staples, the RTD shakes are designed for immediate consumption.
“They’re ready-to-drink 11-ounce cartons – shake, pop the cap and enjoy,” Mahmoud said.
The shake format allows Elmhurst to meet a different usage occasion compared to its other products: nutritious convenience.
“They don’t have to make it themselves or settle for something that exists on shelf right now,” she said.
The focus is not just on nutrition, but sensory experience – an area where plant-based protein has historically struggled.
With plant-based protein, “you feel like you have to settle [for] chalky taste, gritty mouthfeel, lingering aftertaste,” Mahmoud said. “With the clean protein line, you do not have to sacrifice … everything checks the boxes.”
Maintaining brand consistency across new aisles
The RTD format also introduces placement in another part of the store as a new merchandising challenge.
The shakes “gave us a new location and a new spot in the store to exist,” Mahmoud said.
Elmhurst’s merchandising challenge was ensuring continuity between packaging and visual cues between the shakes and other products located in different parts of the store, she explained.
“You’ll notice we keep to using this beautiful real-ingredient proposition” with a premium look, she said. “One would recognize these as Elmhurst products, but also immediately notice that this is an RTD high-protein offering.”
Retail strategy and expansion
The Clean Protein line launched in early March with a nationwide April debut at Sprouts Farmers Market, a longtime partner for the brand.
“Sprouts has generally been a very strong innovation partner for Elmhurst.… They’re always looking for the newest and next best offering,” Mahmoud said. “They got an early look at this and were one of the ones that signed on first.”
Beyond Sprouts, Elmhurst is taking an omnichannel approach, with availability on its website, Amazon and Thrive Market, alongside brick-and-mortar expansion plans. The company is also preparing to enter Canada with the line.
Marketing support is similarly multi-pronged, with a focus on driving trial through retail media-driven campaigns, demo programs, coupon campaigns, social media, targeted digital campaigns and partnerships with nutritionists and influencers, Mahmoud said.
Initial response has been strong, according to Mahmoud, both at retail and among consumers.
The Clean Protein shakes have already picked up early accolades, including a Nexty Award for its Pistachio Crème during Expo West and a Good Housekeeping Best Snack Award for the range.
