Weigel’s recently launched its new Elite Protein Milk—"a premium, high-protein beverage delivering 35 grams of protein with 0 added sugars,” available now in vanilla and chocolate flavors, according to the retailer.

“This product is everything our dairy stands for: freshness, quality, and now, function,” said Doug Yawberry, president of Weigel’s. “We’ve been bottling milk since 1931, and making a high-protein, no-added-sugar option just made sense. It was a no-brainer.”

Weigel’s Elite Protein Milk is made at the company’s dairy, where milk is sourced from local East Tennessee cows and “goes from cow to bottle in 24 hours or less.”

“We’re proud to put our name on this,” said Nick Triantafellou, director of marketing and merchandising. “Made right here in East Tennessee with real local milk, Elite Protein Milk isn’t just another protein drink—it’s a better-tasting, better-sourced option you can feel good about.”

In the February 2025 issue of NACS Magazine feature “Smart Snacking,” NACS reported that consumers are looking for protein-enriched snacks.

Consumer demand for protein-enriched snacks isn’t likely to slow down anytime soon, and convenience retailers are prepared to leverage the trend. “People want cleaner products,” said Andrew Mendez, co-owner of Mendez Fuel, which has three locations in Miami. “They’re more aware of ingredients and are focusing more on themselves and what they consume.”