Lance Rankin, one of the original founders of Premier Protein and current CEO of Genius Gourmet, is returning to the protein shake category with the launch of an entirely new line of Genius Gourmet Ultra-Filtered Protein Milkshakes.
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Genius Gourmet Protein Milkshake – Creamy Chocolate (Photo: Genius Gourmet)
The launch marks Genius Gourmet’s first entry into the traditional protein milkshake category and brings Rankin back into a space he helped pioneer.
The new line debuts in two flavors, Root Beer Float and Creamy Chocolate, with each shake delivering 30 grams of protein and only 170 calories. Made with ultra-filtered milk and sweetened with cane sugar, the new shakes were developed to deliver the rich, creamy experience of a classic milkshake while maintaining the strong nutritional profile consumers expect from a modern protein beverage.
“Protein shakes have come a long way, but I still believe there is tremendous opportunity to innovate around taste, nutrition and the overall consumer experience,” said Lance Rankin, CEO of Genius Gourmet and one of the original founders of Premier Protein. “Coming back into this category with Genius Gourmet is exciting for me personally. We didn’t want to create just another protein shake. We wanted to develop something that tastes indulgent, delivers 30 grams of protein and brings something genuinely different to the category.”
For Genius Gourmet, the launch represents a significant new chapter as the company expands its portfolio into a new product category.
“This is one of the most exciting product launches we’ve had at Genius Gourmet,” said Pete Vas Dias, President of Genius Gourmet. “We’re entering a highly competitive category, so we knew we had to bring something special to the table. With Lance’s history in the protein shake category, our team’s product development experience and flavors like Root Beer Float, we believe we’ve created a line that can really stand out.”
A New Take on the Protein Milkshake
The Genius Gourmet Ultra-Filtered Protein Milkshake line launches with two flavors:
Root Beer Float: A nostalgic take on the classic soda-shop favorite, combining the unmistakable flavor of root beer with a smooth and creamy milkshake experience.
Creamy Chocolate: A rich and smooth chocolate milkshake designed to deliver an indulgent flavor experience while packing 30 grams of protein.
Rather than relying on sugar-free positioning, Genius Gourmet focused on balancing taste and nutrition, including the use of cane sugar for sweetness.
For Tom Lunneborg, COO of Genius Gourmet, who helped formulate the new line, achieving the right balance between nutrition, taste and texture was central to the development process.
“From the beginning, our goal was to make these taste like a milkshake first and a protein drink second,” said Lunneborg. “Getting to 30 grams of protein and only 170 calories while maintaining the creamy texture and flavor we wanted took a lot of work. Using cane sugar was also important to the flavor profile we were trying to achieve. We’re extremely proud of the final product and think consumers are going to be pleasantly surprised when they taste it.”
30g of Protein Meets Classic Milkshake Flavor
Each Genius Gourmet Ultra-Filtered Protein Milkshake features:
- 30g of protein
- Only 170 calories
- 4g of added sugar
- Sweetened with cane sugar
- Made with ultra-filtered milk
- Rich and creamy milkshake-inspired flavors
- Ready-to-drink convenience
The launch builds on Genius Gourmet’s continued expansion across the high-protein food and beverage category while bringing the company’s CEO back to a category that played a significant role in his career.
“This category has always been special to me,” added Rankin. “Consumers want more protein than ever, but at the end of the day, taste still wins. We think Genius Gourmet can bring a fresh perspective to the category, and this is just the beginning.”
Available September 15
Genius Gourmet Ultra-Filtered Protein Milkshakes officially launch September 15, 2026.
Root Beer Float and Creamy Chocolate will be available at GeniusGourmet.com, Amazon.com, and in 1,400 Target locations nationwide.
Root Beer Float 15 pack also launching on Costco.com September 21.
The multi-channel launch gives consumers nationwide access to Genius Gourmet’s first-ever Ultra-Filtered Protein Milkshake line.
About Genius Gourmet
Genius Gourmet is a high-protein food and beverage company focused on making protein more convenient, enjoyable and accessible. Led by CEO Lance Rankin, one of the original co-founders of Premier Protein, Genius Gourmet develops innovative protein snacks, foods and beverages that combine strong nutritional profiles with craveable flavors and everyday convenience.
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