The RTD protein shelf is cluttered, commodity-driven, and largely indifferent to ingredients. Elmhurst 1925 just launched a clean label RTD protein line at Sprouts Farmers Market, and the specs are hard to ignore: 27g plant protein, as few as 3g sugar, 190 calories, and a 2026 NEXTY Award before the product even hits its second retailer.
TLDR
- Four SKUs launch exclusively at Sprouts nationally at $4.99 SRP.
- Pistachio Crème flavor won a 2026 NEXTY Award at Expo West.
- 27g plant protein and as few as 3g sugar per bottle.
- Elmhurst enters a category already held by Orgain, Ripple, and Evolve.
- Clean-label positioning is the brand’s primary competitive wedge.
Clean Label RTD Protein Enters a Crowded Arena
Vegconomist reported the launch this week. Elmhurst 1925, the New York-based plant milk brand, is expanding beyond its milked-nut base into ready-to-drink protein beverages.
The Clean Protein line offers four flavors: Pistachio Crème, Sea Salt Chocolate, Vanilla, and Strawberries and Cream. Each bottle delivers 27g of plant protein at 190 calories. Sugar clocks in as low as 3g per serving.
Sprouts Farmers Market is the exclusive national launch partner. Retail price is $4.99 SRP. That positions the line competitively against incumbents like Orgain and Ripple, which dominate on distribution but face growing scrutiny over ingredient lists.
The Pistachio Crème SKU earned a 2026 NEXTY Award. NEXTY recognition, presented at Expo West, is a credible natural-products signal. Buyers use it as a shorthand for category-relevant innovation.
Where Elmhurst’s Positioning Separates From the Pack
Elmhurst built its reputation on minimal-ingredient plant milks. That heritage matters here. Clean label RTD protein is still a thin segment. Most high-protein RTDs rely on long ingredient decks, synthetic vitamins, and stabilizer blends.
Elmhurst’s entry signals the clean-label standard is moving upstream into performance nutrition. Operators sourcing for natural and specialty channels should note the Sprouts exclusivity window. It won’t last forever.
For manufacturers watching whitespace, this launch is a data point. Consumers buying $4.99 RTD protein at Sprouts are self-selecting for ingredient quality, not just macros. That’s a different buyer than the gym-channel customer.
Additionally, the NEXTY win gives retail buyers external validation before committing shelf space. That reduces buyer-side risk on a new SKU from a brand not previously known for protein beverages.
In short, Elmhurst is using its clean-label equity as a bridge into a higher-volume category. The plant protein race is accelerating, and incumbents without a credible clean-label story now have one more reason to revisit their formulations.
Source: vegconomist.com. https://vegconomist.com/retail-e-commerce/elmhurst-1925-moves-rtd-protein-clean-label-shakes-launching-sprouts/