Would Danone’s ‘profee’ land with protein buffs?

A year ago, Danone took its Oikos brand into the billion-dollar ambient shakes segment to entice health-conscious consumers beyond the yogurt aisle.

The new Oikos Protein Shakes landed on the promise to ‘revolutionise the shake aisle’, but the start was steady rather than explosive. Danone had entered an already saturated category – with the likes of Coca-Cola’s fairlife Core Power, PepsiCo’s Muscle Milk and BellRing’s Premier Protein dominating the space.

Still, with nearly half of Americans regularly consuming protein drinks, the range found its feet – and distribution eventually scaled to major retailers such as Target, Walmart and Kroger, in addition to availability in e-commerce. Oikos Protein Shakes are now a ‘top-growing RTD product’, Danone claims; and that has prompted a flavour expansion.

In May 2026, the original product line-up was joined by two trend-inspired additions: Strawberry, and Mocha Latte. Each shake is formulated to deliver a nutritional punch – 30g of complete protein, 5g of prebiotic fibre, plus vitamins A and D – but it’s Danone’s nod to ‘profee’, the viral trend of adding protein to coffee, that makes this launch interesting.

Why ‘profee’ is gaining traction

Mocha Latte delivers not just protein and fibre, but also 95mg of caffeine – the amount found in a cup of brewed coffee. With functional RTD drinks one of the most buoyant categories in food and beverage today, that product checks many boxes – energy, satiety, muscle support and digestive health, and convenience – making it a compelling addition to Oikos’ high-protein portfolio.

The range expansion also highlights Danone’s growing interest in convenient nutrition, the company having snapped up meal replacements major Huel this year and launched an Alpro Meal To Go range in Europe. Oikos Protein Shakes are positioned in a different niche and serve a broader purpose, but are also in that shelf-stable, on-the-go space where convenience increasingly demands superior functionality.

Derek Neeley, vice-president of Protein Shakes at Danone USA, said: “Based on what we’ve seen, protein shakes are evolving beyond the traditional post-workout occasion. Already, as the desire for high-protein options that support everyday wellness continues to grow, nearly half (46%) of Americans regularly consume protein drinks and shakes.”

“The category of shelf-stable protein shakes, powders and bars remains incredibly dynamic and is valued at over $16 billion, with particular strength in the ready-to-drink segment,” he added. “We’ve seen strong, double-digit category sales growth within the Strawberry and Coffee flavors.”

The introduction of a new RTD product, timed with the take-off of a fresh protein trend, could be the ingredient that galvanises Danone’s protein shakes portfolio.

It’s also a sign of category blurring with the chilled RTD coffee space. There, ‘profee’ is new in name only: protein-fortified drinks have been cropping up consistently in recent years, with brands racing to solve formulation and taste pressures to balance quality and functionality. Competition is so fierce that RTD chilled coffee category leader Starbucks is now wading into fashion and fitness tie-ups to promote its new Coffee & Protein beverage.

What Danone’s protein shake push is delivering

As for Danone, last year’s expansion into protein shakes has enabled the company to recruit new consumers and support Oikos’ brand equity.

“By moving into the protein shake aisle, we’ve successfully connected with a broader audience focused on convenient, on-the-go nutrition,” Neely said. “We’ve also learned that these consumers, who may not always be traditional yogurt buyers, are driven by their desire for easy, on-the-go products that deliver on both taste and nutrition to ultimately help them achieve their protein goals – and we have seen Oikos Protein Shakes support incremental purchase for Oikos yogurt.”

As for who buys Danone’s protein shakes, it’s the usual health-conscious suspects.

“These consumers include everyone from busy professionals to parents, as well as those with specific wellness goals, such as the growing number of GLP-1 users who are looking for nutrient-dense, high-protein options that are easy to add to their day and offer other relevant benefits, such as digestive health support,” Neely explained.

What these shoppers want next is variety, he added – whether through flavour or functionality, or both.

“Today’s consumers expect more from a shake beyond high-quality protein. That’s why Oikos Protein Shakes offer added functional benefits – including 5g of prebiotic fibre to support digestive health – along with a variety of flavors, creamy texture with no artificial flavors or sweeteners.”

With nearly one in eight US adults now taking GLP-1 medications, that’s an increasingly important consumer cohort – and one that boosts demand for protein, fibre and low-sugar solutions, Neely said.

So-called flavour fatigue – the way flavour receptors are impacted as a side-effect of the medication, leading to reduced taste sensitivity and lower appetite – is also shaping product expectations.

“Ultimately, the trifecta of taste, nutrition and convenience is necessary to convert a trial purchase into a daily habit,” Neely said. “Consumers will not form a routine around a product they don’t genuinely enjoy, which is why our focus is on providing great-tasting protein shakes that deliver functional benefits without compromise.”

And so, Danone has leaned into ‘profee’ as part of its flavour and functionality expansion in the ambient shakes category. Would shoppers buy into the emerging, category-blurring format? It’s a bet that will play out as coffee and protein continue to converge.