LITTLE CHUTE, WIS. – A new private label, better-for-you milk shake brand, Nurri debuted its first product at Costco locations throughout the United States. 

The brand said its chocolate protein milk shakes contain 30 grams of protein and 1 gram of sugar per 11 oz can, with 10 essential vitamins and minerals.

Nurri said its process involves ultrafiltration, the milk shakes are lactose-free and the brand derived inspiration for its name from an ancient word associated with radiance, as well as its similarity to the word nourish.

"Nurri's mission is to make 'nurrishment' better, making 'better-for-you' products even more flavorful and fun," said Adam Tollefson, director of marketing at Trilliant Food & Nutrition. "We're excited to kick off the brand with our low-sugar, high-protein shakes — essentially a creamy, indulgent milkshake in a can.”

Tollefson added that the brand plans to expand into categories such as iced coffees and creamers “through various retail partners.”

Tom Lehocky, vice president of sales at Trilliant Food & Nutrition, said the Nurri brand aims to innovate add value for its retail partners and shoppers.

"With rising demand and significant supply constraints in the ultrafiltered milk protein beverage market, we saw a unique opportunity to bring something fresh and different to Costco, its shoppers and the broader category,” Lehocky said. “Protein shakes are just the start for Nurri.”

The brand’s debut product comes in 12-packs for $19.99 at Costco.