Nutrition company Kate Farms is expanding its protein shakes to thousands of mass retail shelves, targeting the growing demand from GLP-1 users and label-conscious customers. The company specifically formulated its dairy-free, sugar-free shakes with 25 grams of plant-based protein, 6 grams of fiber, and 27 other vitamins and minerals, with 160 calories.
Kate Farms’ shakes are expanding from just under 1,000 Walmart stores to 3,879 Walmart locations, and the company is also adding distribution in several thousand CVS locations, bringing its total retail store count to 6,800 locations by August.
The rollout includes chocolate and strawberry shakes, as well as a new vanilla version.
Catherine Hayden, EVP and Chief Marketing Officer at Kate Farms, said the company designed its shakes for a mass audience, whether that’s someone looking for more protein or easy-to-digest calories, or those on weight loss journeys.
Some product marketing carries callouts like “Designed to support nutrition during GLP-1 use when your appetite may be reduced.”
New survey results from PwC show around one in five U.S. households have a GLP-1 user, more than double the 9% noted in January 2025.
However, the CPG market hasn’t caught up, with 80% of people taking GLP-1 drugs piecing together their own routines with supporting products, signaling a wide-open opportunity for brands to deliver an integrated wellness experience.
About 35% of those surveyed said they’re buying more protein-packed foods, 28% are buying more high-fiber foods, and 24% are purchasing more hydration or electrolyte drinks.
At Kate Farms, Hayden said one of the key moments for thinking about a new shake product was when its existing adult protein supplements started appearing in the Weight Watchers product database.
Kate Farms spent over a year developing its high-nutrition protein shakes with clinicians and dietitians, focusing on taste as a critical area.
Outside of getting the product right, Hayden said the biggest challenge in going into mass has been brand awareness.
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Kate Farms launched in 2012 with organic and plant-based products for pediatric tube feeding, and has since expanded into adult nutritional needs and now mass retail, including greener products in its portfolio.
The company’s growth and expansion into new areas may be an indication of the increasing demand for specialized nutrition products, and its ability to adapt to changing consumer needs may be a key factor in its success.
While the shakes in Walmart and CVS don’t specifically say they’re marketing to GLP-1 users, they can be used by anyone looking for everyday nutrition supplements.
Medical credibility and clinical recommendations are still key as far as messaging is concerned, Hayden said.
Shoppers who are on GLP-1 medications or tackling a nutrition regimen are reading labels and want to know the specifics of what they’re taking, she said.
As Kate Farms thinks about its next phase of brand expression and communication, it’s focusing on providing that information and showing up as a source of authority and a resource.
It’s likely that the expansion of Kate Farms into mass retail will lead to increased competition in the market, as other companies may try to cater to the growing demand for GLP-1 products.
Kate Farms’ expertise and experience in the medical nutrition space may give it an edge in providing high-quality products that meet the specific needs of GLP-1 users.
Kate Farms has grown its Amazon presence more than 50% year over year and has an 80% repeat purchase rate on its website.
Beyond the retail expansion, the evolution of Kate Farms from a medical-focused company to a mass retail CPG player points to the growing demand for products that cater to audiences on GLP-1 medications.