You Won’t Believe What’s Inside Costco’s New $1 Protein Shakes
Protein shakes have become one of the most crowded categories in grocery stores and warehouse clubs. Every shelf promises high protein, low sugar, clean ingredients, or unbeatable flavor, but very few products manage to deliver all of that without asking shoppers to compromise on price. Costco’s latest protein shake discovery is drawing attention precisely because it pushes against that expectation.
While the “$1 protein shake” label reflects value more than a literal single-can price, the reality is still that Costco shoppers are finding a ready-to-drink protein shake that delivers premium nutrition at a cost that undercuts most competitors in the category.
What’s Actually Inside the Shake
Image via Reddit/disgruntled21
The product turning heads is the Nurri Protein Milk Shake, currently sold at Costco in a 12-pack of 11-ounce cans for $26.99. That works out to just over $2 per shake, a price point that sits far below most bottled protein drinks with comparable nutrition.
Each can contains:
30 grams of protein
150 calories
1 gram of sugar
Lactose-free milk, thanks to an added lactase enzyme
10 essential vitamins and minerals
Nurri uses an ultra-filtration process that concentrates protein while removing much of the lactose and sugar naturally found in milk. A small amount of cream is added, which is why the brand calls these “milkshakes” rather than standard protein drinks. They have a smoother texture and richer flavor than the chalky or watery consistency people often associate with high-protein beverages.
Why Costco Shoppers Are Paying Attention
Image via Wikimedia Commons/EvanCarroll
Costco shoppers are already conditioned to look for products that combine aggressive pricing with unexpectedly solid quality, especially in the protein category. The warehouse has built a reputation for offering nutritionally competitive options at prices that seem almost too good to be true.
Compared to popular bottled protein shakes that cost $3 to $4 per serving and often contain more sugar or fewer grams of protein, this option occupies a rare middle ground: high protein, low sugar, and an extremely affordable price. Shoppers consistently describe the chocolate version as smooth.
Several reviewers also note that the shake is easy on the digestive system. Despite being milk-based, the lactose-free formulation works well for people who usually avoid dairy protein drinks due to gastrointestinal discomfort. Some customers even report that healthcare providers recommended Nurri as a tolerable alternative to traditional whey or plant-based options.