VKTRY Protein Launches The Athlete’s Protein Shot Nationwide at GNC
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23 grams of protein. Zero sugar. Just 3.3 ounces. Protein has a new format.
DENVER, Colo. — August 20, 2026 — For decades, protein has meant big shakes, tubs of powder and bars. VKTRY Protein® is changing the format.
Beginning September 1, VKTRY Protein® The Athlete’s Protein Shot will launch nationwide at GNC, delivering 23 grams of protein with zero sugar in just 3.3 ounces.
Available in Citrus Edge, Apple Surge, Berry Strike and Melon Rush, VKTRY Protein® was built around a simple idea: athletes shouldn’t need a large shake, shaker bottle or protein bar to get 20+ grams of high-quality protein.
PROTEIN HAS A NEW FORMAT.
“Protein didn’t need another flavor or another oversized shake. It needed a completely different experience,” said Brad Pyatt, Founder of VKTRY Protein®. “We wanted to remove the friction around protein and create something built for how athletes actually live and train.”
The Technology Behind the Shot
VKTRY Protein® is powered by beta-lactoglobulin (BLG), a naturally occurring whey protein particularly rich in essential amino acids, including leucine. Advanced BLG technology makes it possible to concentrate high levels of protein into a dramatically smaller liquid format.
23g Protein
Zero Sugar
Lactose Free
3.3 oz
Gone in Seconds
“We’re not trying to make a smaller protein shake,” Pyatt said. “We’re building the protein-shot category.”
Nationwide at GNC
The nationwide GNC launch gives VKTRY Protein® the platform to introduce the protein-shot format at scale, supported by sampling, athlete and creator partnerships, digital marketing and activations across sports and fitness culture.
MAKE THE PROTEIN SHOT THE NEW POST-TRAINING RITUAL.
Built by Brad Pyatt
VKTRY Protein® was created by serial entrepreneur and former NFL athlete Brad Pyatt, founder of global sports nutrition powerhouse MusclePharm and co-founder of functional nutrition brand TRUBAR.
Pyatt has spent his career at the intersection of sports, performance, nutrition and brand building. With VKTRY Protein®, he is returning to sports nutrition with a simple belief:
THE NEXT BREAKTHROUGH IN PROTEIN ISN’T ANOTHER FLAVOR. IT’S A NEW FORMAT.
About VKTRY Protein®
VKTRY Protein® is a performance nutrition brand creating The Athlete’s Protein Shot, a new protein format designed around performance, speed, simplicity and convenience.
Powered by advanced BLG protein technology, each 3.3-ounce shot delivers 23 grams of protein with zero sugar in a lactose-free format built for athletes and active consumers.
The Athlete’s Protein Shot. | Protein Has a New Format.
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