Premier Protein is expanding its Canadian retail assortment with the rollout of its limited-edition Pumpkin Spice Protein Shake, adding another product across major retail channels as the brand builds its presence in Canada.
The seasonal shake launched through Costco and Amazon in August, followed by Walmart in September, with additional grocery distribution expected. The rollout builds on an established Canadian business for Premier Protein, which has spent years increasing its presence across grocery, pharmacy, mass and club retail.
Premier Protein is already carried by many of Canada’s largest retailers. The brand has previously identified Walmart, Real Canadian Superstore, Shoppers Drug Mart, Loblaws, Provigo, Safeway, Fortinos, Zehrs, Save-On-Foods, Metro, Sobeys and Jean Coutu among retailers carrying its shakes and protein powders.
The latest rollout broadens an existing Canadian assortment rather than marking a new entry into the market. Walmart Canada currently lists several Premier Protein ready-to-drink varieties, including Chocolate, Vanilla, Café Latte and Strawberries & Cream, while Costco has been an established distribution channel for the brand.
The larger story is the strategy behind that growth. Premier Protein’s parent company is seeking substantially wider distribution for its ready-to-drink business, including more points of sale and greater visibility within stores.
BellRing Brands Targets More Distribution
Premier Protein is owned by BellRing Brands, a publicly traded U.S. nutrition company whose portfolio also includes sports nutrition brand Dymatize. Premier Protein is the company’s largest business and has developed into a major player in the North American ready-to-drink protein category.
In its 2025 annual report, BellRing said it planned to increase total distribution points for Premier Protein ready-to-drink shakes by more than 20% during fiscal 2026, roughly matching the pace achieved the previous year. The strategy also includes securing additional in-store displays and placing products outside traditional nutrition aisles to increase trial.
BellRing reported significant progress during its second quarter of fiscal 2026. Total distribution points for Premier Protein ready-to-drink shakes increased 29% year over year. The brand held a 28.2% share of the measured U.S. ready-to-drink protein category, while household penetration reached 21.3%.
Those figures are specific to the U.S., but they demonstrate the scale Premier Protein has reached as BellRing continues investing in wider distribution.
Protein Becomes a Mainstream Food Purchase
The strategy comes as protein products occupy more space within mainstream food and wellness retail. Ready-to-drink shakes are increasingly positioned around everyday consumption, including breakfast, snacks and convenient nutrition, broadening the potential customer beyond the traditional sports nutrition shopper.
Premier Protein has been growing across several mainstream channels outside its historically important club business. BellRing has identified multi-channel execution, increased household penetration, distribution gains and innovation as central to the brand’s next phase of growth.
That diversification is reflected in Premier Protein’s Canadian footprint. Costco remains an important outlet for the brand, while Walmart, major grocery banners and e-commerce provide access to consumers through regular household shopping.
Wider availability also puts protein brands in competition for more mainstream retail shelf space. Grocery stores, mass merchants and warehouse clubs have become increasingly important venues for reaching consumers beyond the traditional sports nutrition customer.
Seasonal Flavours Add to the Assortment
Premier Protein is also applying a familiar packaged-food strategy to the category through seasonal and expanded flavour offerings.
Limited-time products can refresh an established assortment and generate trial without permanently adding another SKU to a retailer’s shelf. Pumpkin spice is already an established fall flavour across coffee, bakery and packaged food, giving Premier Protein a recognizable seasonal offering for its ready-to-drink line.
The Canadian Pumpkin Spice shake contains 30 grams of protein and one gram of sugar per 325-millilitre serving. Costco is carrying the product in an 18-pack, Walmart is offering a four-pack, and the product is also available through Amazon.
The wider Canadian assortment extends beyond Premier Protein’s core Chocolate and Vanilla offerings, with flavours including Café Latte, Caramel, Strawberries & Cream, Chocolate Peanut Butter and Bananas & Cream. Cookie Dough has also been introduced through Costco.
The broader selection gives Premier Protein more opportunities to introduce new products within the same ready-to-drink format while competing for additional shelf space.
Distribution Growth Meets a More Price-Sensitive Consumer
BellRing’s push for wider distribution is taking place in a more challenging consumer environment. During its second quarter of fiscal 2026, Premier Protein net sales increased 1.7% while volume rose 11.3%. Ready-to-drink shake sales increased 2.3%, with volumes up 11.7%.
The gap reflects heavier promotional activity. BellRing reported that Premier Protein’s price/mix declined 9.6% during the quarter, with incremental promotional investment and unfavourable mix weighing on the measure. Increased promotions and distribution gains helped drive the higher volumes.
BellRing has chosen to continue investing behind the brand despite those pressures. The company has pointed to strong household penetration, brand equity and volume growth while acknowledging heightened consumer price sensitivity and promotional pressures.
In Canada, the latest rollout puts another Premier Protein product across club, mass and e-commerce channels, with additional grocery distribution planned. It adds to an already broad assortment as the company pursues more retail touchpoints and greater visibility for the brand.
For Canadian retailers, Premier Protein’s expansion reflects the growing role of protein within mainstream food and wellness. As brands pursue more distribution, new flavours and greater in-store visibility, competition for the protein consumer is increasingly playing out across grocery, warehouse clubs and mass merchants.
