You’re standing in front of the refrigerated case at Costco, and there it is. A flat of Nurri ultra filtered milkshake cans staring back at you. It looks like a treat. It sounds like a cheat meal. But the nutrition label is telling a completely different story, one that honestly makes most standard protein shakes look a bit lazy.
Let’s be real for a second. Most high-protein drinks taste like chalk mixed with sadness. You drink them because you have to, not because you want to. Nurri somehow took the "milkshake" moniker and applied it to something that actually hits 30 grams of protein with only 1 gram of sugar. If that sounds too good to be true, it’s usually because we’re used to the watery consistency of traditional whey isolates.
The secret isn’t magic. It’s the filtration.
What’s actually inside a Nurri ultra filtered milkshake?
When we talk about "ultra-filtered," we aren't just using a marketing buzzword. It’s a physical process. Imagine milk being passed through a series of incredibly fine membranes. These filters are small enough to catch the stuff you don't necessarily want in a high-performance drink—namely lactose and much of the water—while concentrated amounts of protein and calcium stay behind.
It’s dense.
The result is a liquid that feels "thicker" on the tongue without needing a bunch of carrageenan or weird gums to fake the texture. If you look at the back of a Nurri ultra filtered milkshake can, you’ll notice the ingredient list is surprisingly tight. We’re talking about ultra-filtered milk as the base, followed by natural flavors and a blend of sweeteners like monk fruit and stevia to keep that sugar count at 1 gram.
There’s a specific demographic this hits perfectly: the person who hates the "protein aftertaste." Because it starts as real milk rather than a reconstituted powder, that metallic, chemical tang you get from some RTD (ready-to-drink) shakes is basically non-existent. It tastes like melted ice cream. Seriously.
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Breaking down the 30/150 ratio
In the world of fitness nutrition, we often look at the protein-to-calorie ratio. Nurri sits at 30 grams of protein for 150 calories. That is an elite-tier ratio.
To put that in perspective, a standard large egg has about 6 grams of protein and 70 calories. To get 30 grams of protein from eggs, you’d be eating five of them and consuming roughly 350 calories. Nurri gives you that same protein hit for less than half the caloric "cost." This makes it a massive tool for anyone in a calorie deficit who is struggling to hit their macros without feeling like they are constantly eating chicken breasts.
The Costco Phenomenon and Availability
If you’ve tried to find these lately, you know the struggle. Nurri has become one of those "viral" Costco finds that people hoard like they're prepping for an apocalypse. Why? Because the price point per can at wholesale clubs usually beats the brakes off of buying individual Muscle Milk or Core Power bottles at a gas station.
But it isn't just about the price. It's the convenience of the can.
Unlike plastic bottles, these 11-ounce cans get cold—and stay cold—much faster. There is something psychologically better about cracking a cold aluminum can that makes it feel less like a "supplement" and more like a beverage. However, the downside of this popularity is the "out of stock" sign. I've seen people on Reddit tracking shipments like they're bounty hunters. It’s a cult favorite for a reason: it fills the gap between a health drink and a dessert.
Is it actually healthy or just "not bad"?
This is where things get nuanced. "Healthy" is a relative term. If you are someone who avoids all non-nutritive sweeteners, you might take issue with the sucralose or monk fruit. Some people find that these sweeteners mess with their gut microbiome or cause bloating.
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However, for the vast majority of people, the benefits of the high protein and low sugar far outweigh the inclusion of sweeteners.
- Lactose-free status: Because of the ultra-filtration process, Nurri is generally safe for the lactose-intolerant. The process removes the milk sugars (lactose) that cause all the digestive drama.
- Calcium punch: You’re getting about 50% of your daily value of calcium. Most people overlook this because they’re so focused on the protein, but for bone health, especially in active individuals, that’s a huge "free" win.
- Keto-friendly: At 3-4g of total carbs (and only 1g of sugar), this is one of the few milk-based drinks that won't kick you out of ketosis.
Wait, let's talk about the texture again. If you've ever had a Fairlife Core Power, you'll find the Nurri ultra filtered milkshake to be a direct competitor. Some fans argue that Nurri has a slightly "cleaner" finish, while others prefer the creaminess of Fairlife. Honestly? It's a toss-up. They both use similar filtration tech, but Nurri often wins on the price-per-ounce metric when bought in bulk.
The flavor profile: Chocolate vs. Vanilla
The chocolate is the flagship. It’s rich. It doesn't have that "fake chocolate" scent that reminds you of a chemistry lab. The vanilla is also solid, but it’s more of a "base" flavor. Pro tip: if you can get your hands on the vanilla, use it as a creamer for your morning coffee. You’re basically making a high-protein latte that tastes like a French vanilla dream without the 40 grams of sugar found in a Starbucks version.
Common misconceptions about ultra-filtered milk
People sometimes think ultra-filtered milk is "processed" in a way that makes it unnatural. That’s a bit of a stretch. It’s more like "refined." Think of it like coffee. You’re running a liquid through a filter to get the best parts and leave the sediment behind.
It’s still milk. It still contains the essential amino acids—leucine, isoleucine, and valine—that are necessary for muscle protein synthesis. It isn't some synthetic lab creation. It’s just smarter milk.
One thing to watch out for, though, is the sodium. At around 260mg to 300mg depending on the flavor, it’s not "salty," but if you’re on a strictly low-sodium diet for blood pressure reasons, you need to factor that into your daily total. Most athletes actually benefit from this sodium as it helps with hydration and electrolyte balance after a workout, but it's worth noting.
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How to use Nurri beyond just drinking it cold
If you just drink it out of the can, you’re missing out.
- The Ninja Creami Hack: This is arguably the most popular use for Nurri ultra filtered milkshake right now. Pour a can into a Creami pint, freeze it for 24 hours, and spin it. Because of the high protein and fat-to-sugar ratio, it turns into actual soft-serve ice cream. No extra ingredients needed.
- The Proffee: As mentioned, mixing half a can into a double shot of espresso over ice. It’s a game changer for morning productivity.
- Oatmeal Booster: Instead of cooking your oats in water or regular milk, use Nurri. It adds a massive protein boost and makes the oats incredibly creamy without needing butter or heavy cream.
The verdict on the "Milkshake" label
Is it a milkshake? Strictly speaking, no. A real milkshake is milk, ice cream, and syrup blended into a calorie bomb that will put you in a coma by 3:00 PM. Nurri is a high-protein supplement that mimics the flavor profile of a milkshake.
But honestly, when you're 14 hours into a fast or you just finished a grueling leg day, the distinction doesn't matter. It tastes good enough to satisfy a sweet tooth, and it's functional enough to justify the space in your fridge.
The biggest hurdle is simply finding it. Because it’s a shelf-stable product (until opened), people tend to clear out the shelves when they see it. If you see a case, grab it. Worst case scenario, you have a month's supply of easy breakfast replacements.
Practical Next Steps
- Check the inventory: Before driving to Costco, use the app or call the warehouse to see if the Nurri ultra filtered milkshake is in stock. It saves a lot of heartbreak.
- Compare the macros: If you’re currently using a different protein shake, look at the "Protein per 100 Calories." If Nurri beats it, consider the switch to save your "calorie budget" for actual food.
- Try the "Ice Cream" method: If you have any kind of home ice cream maker, use Nurri as the base. It’s the easiest way to have "healthy" dessert every night.
- Watch the expiration: While they are shelf-stable, always check the "best by" date on the bottom of the can. These are real dairy products, even if they are ultra-filtered, and you want them at peak freshness for the best flavor.
If you're tired of the same old gritty protein powders, this is probably the easiest upgrade you can make to your nutrition plan this year. It's rare that a "health" product actually lives up to the hype, but for those who need high protein without the bloat or the bad taste, Nurri hits the mark.