Nurri
Nurri is a private Wisconsin-based CPG brand founded in 2024 that makes ultra-filtered lactose-free protein milk shakes (30g protein, 1g sugar) for health-conscious adults and children, distributed nationwide through Costco, Sam's Club, Walmart, Target, Amazon, and its own website.
- Company typePrivate
- Founded2024
- HeadquartersLittle Chute, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nurri does
Nurri is a privately held U.S. consumer packaged goods company founded in 2024 and headquartered in Little Chute, Wisconsin. It produces ready-to-drink protein milk shakes built on an ultra-filtration milk-processing technology that strips lactose and water from milk while concentrating protein, calcium, and other nutrients. The core adult product line delivers 30g of protein, 1g of sugar, and 150 calories per serving in five flavors (Chocolate, Vanilla, Strawberry, Coffee, Mocha), and is lactose-free, gluten-free, nut-free, and shelf-stable until opened. The portfolio has been extended with Nurri Kids, a 10g-protein, 2g-sugar shake for children ages 4+ available in Chocolate and Vanilla, and a Protein Creamer line in four flavors.
The company's go-to-market is product-led and retail-anchored, with a distribution footprint that spans Costco, Sam's Club, Walmart, Target, Amazon, Albertsons, and Wegmans, supplemented by direct-to-consumer sales on drinknurri.com. Products are sold in multi-pack configurations at warehouse clubs and single units at retail. Marketing is a hybrid of organic social (Instagram @drinknurri), a community ambassador program (Nurri Smile Squad), and increasingly traditional paid brand advertising through agency of record Curiosity. In 2025, Nurri was recognized as Instacart's fastest-growing brand and a Circana top CPG growth leader.
Revenue is generated almost entirely through one-time retail sales of finished beverage units across multiple SKUs and price points (for example, Protein Creamer at $5.58 per unit at Walmart). The customer base is fragmented across mass-market consumers — health-conscious adults, fitness enthusiasts, and parents of children ages 4+ — with no disclosed enterprise or institutional customer concentration. Ownership and capital structure are undisclosed in the source material; no parent company, venture investors, or funding rounds are referenced.
Nurri firmographics
Firmographics- Name
- Nurri
- Legal name
- Nurri
- Website
- https://drinknurri.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Short description
- Nurri is a private Wisconsin-based CPG brand founded in 2024 that makes ultra-filtered lactose-free protein milk shakes (30g protein, 1g sugar) for health-conscious adults and children, distributed nationwide through Costco, Sam's Club, Walmart, Target, Amazon, and its own website.
- Ownership category
- akta.pro rank
Nurri industry classification
Industry- Product category
- Ready-to-Drink Protein Beverages
- NAICS
- Fluid Milk Manufacturing (311511), Dairy Product (except Frozen) Manufacturing (31151), Dairy Product Manufacturing (3115)
- SIC
- Dairy Products (2020), Beverages (2080)
- akta.pro primary industry
- Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD)
- akta.pro secondary industries
- Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD), High-Protein/High-Solids Fluid Milk Processing (Ultrafiltered Milk) (AFAHAAAF)
Keywords
Where Nurri is headquartered
LocationHeadquarters
- HQ city
- Little Chute
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nurri business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Ready-to-Drink Protein Beverage Sales: Nurri generates revenue through selling its ultra-filtered protein milk shakes and creamers through major retail channels including Costco, Sam's Club, Walmart, Amazon, Target, and direct-to-consumer through their website. Products are sold in multi-packs (12-packs at warehouse clubs) and single cans at retail.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Protein Creamer at $5.58 |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels4 records
Nurri product offering
Product offeringCore offering
Nurri produces and sells ready-to-drink ultra-filtered protein milk shakes delivering 30g of protein, 1g of sugar, and 150 calories per serving in lactose-free formulations (Chocolate, Vanilla, Strawberry, Coffee, Mocha). The portfolio extends to a sub-brand for children (Nurri Kids, 10g protein) and a protein creamer add-on, manufactured using proprietary ultra-filtration milk processing.
Product overview
Nurri is a protein lifestyle brand offering ultra-filtered protein beverages. The core product line is the 30g Protein Milk Shakes available in five flavors (Chocolate, Vanilla, Strawberry, Coffee, Mocha), designed for adults seeking high-protein, low-sugar nutrition. The company has expanded with Nurri Kids, a sub-brand delivering 10g protein shakes for children aged 4+. The portfolio also includes Protein Creamer as an add-on product for flavoring beverages. All products use ultra-filtered milk technology to achieve lactose-free, high-protein formulations with nostalgic milkshake flavors.
Differentiator
Problem solved
Functional benefit
Brands
- Nurri Kids: Ultra-filtered protein milk shakes designed for children ages 4 and up, available in chocolate and vanilla flavors with 10g of protein per serving.
Products and services
- Nurri 30g Protein Milk Shakes Ultra-filtered ready-to-drink protein milkshakes delivering 30g of high-quality whey protein, 1g of sugar, and 150 calories per serving. Available in five flavors: Chocolate, Vanilla, Strawberry, Coffee, and Mocha. Lactose-free, gluten-free, nut-free, and made with real milk using ultra-filtration.
- Nurri Kids Protein Milk Shakes Ultra-filtered protein milk shakes designed for children ages 4 and up. Delivers 10g of protein, 2g of sugar, and 9 essential vitamins and minerals per serving. Available in Chocolate and Vanilla flavors. Lactose-free, gluten-free, nut-free, and Kosher-certified.
- Nurri Protein Creamer Protein creamer designed to add creamy flavor and a protein boost to coffee and other beverages. Available in Sweet Cream, Salted Caramel, and Chocolate flavors. Contains 1g of protein per serving (4 tablespoons for 5g protein boost), priced at $5.58 per unit at Walmart.
Quantifiable outcome
- 30g protein per serving with only 1g sugar (adult products)
- +3 more outcomes
Companies that use Nurri
Customer profileSegments3 records
Ideal customer profiles3 records
Nurri technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Nurri partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Curiosity AgencycoreIndependent creative agency Curiosity was named agency of record for Nurri following a multi-agency review. This is one of Curiosity's largest accounts. The partnership launched with Nurri's first advertising campaign called 'Shake Ya Can,' representing the company's move into traditional brand marketing.
- CostcocoreNurri products are sold in bulk at Costco warehouse stores nationwide, including 12-pack and 15-pack configurations of their protein milk shakes.
- Sam's ClubcoreNurri products including Nurri Kids chocolate are available nationwide at Sam's Club locations in multi-pack formats.
- WalmartcoreNurri products are sold at Walmart stores nationwide and on Walmart.com, including individual products and multi-packs.
- AmazoncoreNurri products are available for purchase on Amazon with direct shipping to consumers nationwide.
- TargetcoreNurri protein milk shakes are available at Target stores nationwide and on Target.com.
- Walmart (Protein Creamer)coreNurri Protein Creamer is available at select Walmart stores and Walmart.com at $5.58 per unit.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Nurri competitors and assessment
Company assessmentDirect peers
- Fairlife (Core Power): Fairlife's Core Power line is an ultra-filtered, high-protein, lactose-free RTD dairy shake — the closest direct analog to Nurri's core product in formulation, target consumer, and retail channel strategy.
- Slate Milk: Slate sells ultra-filtered, high-protein, low-sugar flavored milk drinks in cans across mass retail — nearly identical product format, nutrition profile, and positioning to Nurri's adult shakes.
- Premier Protein: Premier Protein is the dominant incumbent in the RTD protein shake category with deep retail penetration at Costco, Walmart, and club channels, competing head-to-head with Nurri on shelf space and consumer occasions.
- Muscle Milk: Muscle Milk is an established RTD protein shake brand targeting athletes and fitness consumers — directly comparable use case (post-workout, protein supplementation) and similar distribution through mass and convenience channels.
- OWYN (Only What You Need): OWYN produces RTD protein shakes with a clean-label, allergen-free positioning, sold at Target, Walmart, and other mass retailers — competing for the same health-conscious, lactose-intolerant consumer as Nurri.
- Orgain: Orgain markets organic, high-protein RTD shakes and nutrition products through mass retail, clubs, and food service — overlapping consumer base (health-conscious adults, parents) and product form (RTD protein shakes) with Nurri.
- Koia: Koia produces plant-based high-protein RTD drinks distributed through Target, Whole Foods, and club channels — directly competing in the better-for-you protein beverage shelf set where Nurri also competes.
- Iconic Protein: Iconic Protein sells RTD protein drinks and protein coffee with similar low-sugar, high-protein positioning, distributed through natural and mass retail — overlapping target consumers and product format with Nurri.
Broad incumbents
- Fairlife (parent brand): Fairlife (Coca-Cola-owned) has a broader portfolio including ultra-filtered milk, Core Power shakes, and creamers — it competes with Nurri through multiple SKUs and commands significantly greater shelf presence, marketing, and distribution leverage.
- BodyArmor: BodyArmor (Coca-Cola-owned) is a sports/functional beverage competitor that, while primarily a hydration drink, increasingly competes in the performance nutrition shelf set where RTD protein shakes like Nurri are merchandised.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Nurri social profiles
Digital presenceNurri compliance and trust
Trust signalCompliance4 records
Nurri financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nurri leadership team
Management profileNumber of profiles
Profiles1 record
Nurri funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nurri M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nurri
What does Nurri do?
Nurri produces and sells ready-to-drink ultra-filtered protein milk shakes delivering 30g of protein, 1g of sugar, and 150 calories per serving in lactose-free formulations (Chocolate, Vanilla, Strawberry, Coffee, Mocha). The portfolio extends to a sub-brand for children (Nurri Kids, 10g protein) and a protein creamer add-on, manufactured using proprietary ultra-filtration milk processing.
Is Nurri a public or private company?
Nurri is a private company. It is classified as unknown and is currently operating.
When was Nurri founded?
Nurri was founded in 2024.
Where is Nurri based?
Nurri is headquartered in Little Chute, United States, in the North America region.
How does Nurri make money?
One revenue line is on record: ready-to-Drink Protein Beverage Sales.
Who are Nurri's main competitors?
Direct peers on record are Fairlife (Core Power), Slate Milk, Premier Protein, Muscle Milk, OWYN (Only What You Need), Orgain, Koia and Iconic Protein. Broad incumbents are Fairlife (parent brand) and BodyArmor.
Does Nurri have an API?
No public API is recorded for Nurri.
What industry is Nurri in?
Nurri's product category is Ready-to-Drink Protein Beverages. Its primary akta.pro industry code is AFAFAEAD, Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes), with a secondary code of AFAHAIAD, Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk). Its NAICS code is 311511 and its SIC code is 2020.