Prime has officially entered the protein RTD category with a milk-based protein shake. Early details highlight a lean macro profile and classic milkshake flavors, positioning Prime as a competitor to the established convenient protein drinks that dominate fridges.

Coverage describes the shake as using ultra-filtered skim milk to deliver 32 grams of protein in an 11-ounce can, with low sugar and as low as 150 calories depending on flavor.

The initial flavor lineup sticks to proven winners: chocolate, vanilla, and cookies and cream.

Prime already owns significant mindshare in hydration and energy. A protein shake is the next logical extension for a brand that thrives on everyday utility and retail visibility. The real test will be availability, price, and whether Prime can win repeat purchase in a category where taste consistency matters.

Prime’s move into protein is predictable, but still impactful. If distribution lands in the right places and the shake drinks clean, Prime could become a real player in the RTD protein shelf war.