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Danone’s Oikos brand has ventured beyond the dairy aisle for the first time to launch Oikos Protein Shakes, a new line of RTD shelf-stable beverages containing 30g of protein per bottle.

The drinks aim to provide a ‘bold new option’ within the booming $7 billion protein shake category, which has seen increased demand from everyday consumers as the protein-packed F&B trend continues to grow beyond the sports nutrition category and into the mainstream.

Rafael Acevedo, president and general manager of yogurt at Danone North America, observed: “Protein isn't just a necessity for gym-goers looking to up their gains – it's also for people with on-the-go lifestyles who are looking for an easy and convenient way to incorporate a nutritious protein boost into their everyday hustle”.

The new Oikos Protein Shakes are debuting in three popular protein shake flavours: vanilla, chocolate and salted caramel. In addition to 30g of protein for muscle support and to keep consumers feeling full, each 12 fl oz bottle also contains 5g of prebiotic fibre to support digestive health.

Notably, the shakes also contain no artificial sweeteners, responding to demand for cleaner label options made with more ‘natural’ ingredients. They contain just 1g of sugar and 0g of added sugar, as well as key vitamins A and D for immune support. The shakes are also gluten-free.

Oikos Protein Shakes will begin rolling out on Amazon and select retailers across the US, including Kroger, Wakefern, HyVee and CVS in the protein shake aisle this May. Additional retailers, including Walmart and Costco, will follow in the summer.