Retail / news
Kate Farms expands Walmart footprint with GLP-1-focused protein shakes
Supplement company Kate Farms is rolling out its protein shakes to thousands of Walmart and CVS stores, targeting GLP-1 users and label-conscious consumers.
Kate Farms, founded in 2012, originally produced organic, plant-based products for pediatric tube feeding. Now it is pivoting to mass retail with shakes formulated for people on GLP-1 weight-loss drugs, who often have reduced appetites.
The dairy-free, sugar-free shakes contain 25 grams of plant-based protein, 6 grams of fiber, 27 vitamins and minerals, and just 160 calories. They are available in chocolate, strawberry, and a new vanilla flavor.
This month, the company expanded from under 1,000 Walmart locations to 3,879 stores nationwide. It is also adding distribution in several thousand CVS outlets, bringing its total retail presence to 6,800 locations by August.
Catherine Hayden, chief marketing officer, said the shakes were designed for a broad audience, including people seeking more protein or easy-to-digest calories, as well as those on weight-loss journeys. Some packaging includes callouts like "Designed to support nutrition during GLP-1 use when your appetite may be reduced."
The move represents Kate Farms' effort to reach a general consumer audience beyond its core medical-supplement market.