# Nostalgic Protein Milkshakes Genius Gourmet Debuted Its Ultra-Filtered Protein Milkshakes By Adam Harrie | Published 2026-09-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ultra-filtered-protein References: [businesswire](https://www.businesswire.com/news/home/20260909500426/en/Premier-Protein-Co-Founder-Lance-Rankin-Re-Enters-the-Protein-Shake-Category-With-New-Genius-Gourmet-30g-Protein-Milkshakes?feedref=JjAwJuNHiystnCoBq_hl-R-HrziBh-2TFM2GMuUU7RcPFX-aV_QoYAKqdUX1TA5LrCOi9QzgjCezTS3Nw_X6kJUrpSBm-Hav1w-UkdSlG3k8sXd0xy82dHvVAQyb6kaYOoOnRBQBKcY2buBEMh6FZQ%3D%3D)  Genius Gourmet has launched its first Ultra-Filtered Protein Milkshake line, debuting in Root Beer Float and Creamy Chocolate flavors, each delivering 30 grams of protein and 170 calories. The launch marks Premier Protein co-founder Lance Rankin's return to the protein shake category as CEO of Genius Gourmet, which uses ultra-filtered milk and is sweetened with cane sugar rather than a sugar-free formulation. The shakes launch September 15 at GeniusGourmet.com, Amazon and 1,400 Target locations, with a Root Beer Float multipack following on Costco.com later in September. As the protein beverage category grows increasingly saturated, Genius Gourmet's nostalgic flavor approach signals how brands are differentiating on taste and indulgence rather than competing solely on macros or sugar-free claims. Image Credit: Genius Gourmet ## Trend Insights (Trend Hunter) - Score: 8.5/10 - Popularity: 78% | Activity: 86% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Nostalgic Functional Beverages:** Retro dessert and soda-inspired flavors give protein drinks a more emotional positioning, creating room for premium products that blend comfort, indulgence and nutrition. - **Indulgent Protein Formats:** High-protein beverages are shifting beyond purely athletic cues toward milkshake-style experiences, revealing whitespace for brands that frame wellness as a satisfying treat. - **Sugar-positive Positioning:** The use of cane sugar instead of zero-sugar sweeteners reflects a growing appetite for more recognizable ingredient choices within performance-focused packaged drinks. ### Sectors Adopting This - **Functional Beverages:** Crowded protein drink shelves are encouraging differentiation through flavor storytelling, texture and lifestyle appeal rather than relying only on nutritional specifications. - **Retail Grocery:** Mass retail and club channels provide scalable launch pads for premium protein beverages that can appeal to both fitness shoppers and nostalgic snack consumers. - **Dairy Products:** Ultra-filtered milk creates a platform for dairy brands to modernize traditional milkshake formats with elevated protein content and mainstream convenience. ## Related on Trend Hunter - [Ultra-Filtered Flavored Protein Milks](https://www.trendhunter.com/trends/barebells-milk-drink.md) - [Ultra-Filtered Protein Shakes](https://www.trendhunter.com/trends/prime-protein-shake.md) - [Dirty Protein Shakes](https://www.trendhunter.com/trends/mug-brotein.md) - [Reformulated Protein-Rich Refreshments](https://www.trendhunter.com/trends/muscle-milk-drinks.md) - [Demystifying Protein Pop-Ups](https://www.trendhunter.com/trends/prodega.md) - [Indulgent Protein Beverage Flavors](https://www.trendhunter.com/trends/premier-proteins-chocolate-mint.md) - [Protein Pink Lemonades](https://www.trendhunter.com/trends/pink-lemonade-sparkling-protein.md) - [Effervescent Protein-Rich Punches](https://www.trendhunter.com/trends/sparkling-protein-fruit-punch.md) - [Celebrity-Backed Compact Protein Shots](https://www.trendhunter.com/trends/mel-robbins.md)