In a market saturated with chalky protein powders and artificial-tasting shakes, Slate has emerged as a game-changer in the protein beverage industry. What started as a simple Kickstarter campaign has evolved into a multi-million dollar brand with partnerships spanning from the UFC to professional basketball courts. But what makes Slate protein shakes so special, and why are athletes and everyday fitness enthusiasts choosing them over traditional protein options?
The Slate Story: From Kickstarter to Sports Nutrition Stardom
Co-founders Manny Lubin and Josh Belinsky didn’t set out to revolutionize the protein shake industry – they simply wanted to create a healthy chocolate milk they could drink every day. Like many fitness-conscious individuals, they were frustrated with the limited options available: traditional chocolate milk was loaded with sugar, while protein shakes often sacrificed taste for nutritional benefits.
Their journey began with a successful Kickstarter campaign that attracted early adopters (and us at Athletic Insight) who believed in their vision. After appearing on ABC’s Shark Tank and conducting hundreds of iterations of testing, Slate officially launched in late 2019 with three delicious chocolate milk flavors. The timing couldn’t have been better, as consumers were increasingly seeking healthier alternatives to traditional beverages without compromising on taste.
Today, Slate has expanded far beyond its original three flavors, offering an extensive product line that includes everything from 20g protein shakes to 42g ultra-protein options, iced coffee varieties, cookies, and drink mixes. Their success story is particularly impressive given the competitive nature of the sports nutrition market and the challenges of building a beverage brand from scratch.
What Makes Slate Different: The Science Behind the Shake
The secret to Slate’s success lies in their innovative approach to milk processing. Unlike many protein drinks that rely on added protein powders, Slate uses a process called ultrafiltration to naturally concentrate the proteins already present in milk while removing lactose sugars.
The Ultrafiltration Process
Ultrafiltration is a natural filtration process that removes lactose sugars from milk while simultaneously concentrating the proteins naturally found in milk. This process allows Slate to pack more protein into their products while maintaining a smooth, creamy texture that’s often missing from traditional protein shakes. The result is a beverage that contains 20g of protein with 0g of added sugar, making it both nutritionally superior and more digestible than conventional chocolate milk.
This process also makes all Slate products 100% lactose-free, addressing a common concern for the millions of adults who have difficulty digesting lactose. As the company explains, just as we peel bananas and remove pits from avocados to make them more digestible, removing lactose from milk makes it accessible to a broader audience.
Clean Ingredients Philosophy
Slate’s commitment to clean ingredients extends beyond their ultrafiltration process. They blend their ultra-filtered milk with natural ingredients including allulose and stevia, avoiding artificial sweeteners and preservatives that are common in many protein drinks. Their 20g protein milk shakes, iced coffees, cookies, and drink mixes are all made with all-natural ingredients, appealing to health-conscious consumers who scrutinize ingredient labels.
Comprehensive Product Lineup
Slate has strategically expanded their product offerings to cater to different consumer needs and preferences:
Core Protein Shakes (20g Protein)
The foundation of Slate’s success, these shakes come in multiple flavors including Classic Chocolate, French Vanilla, Classic Strawberry, Dark Chocolate, and Mocha Latte. Each shake delivers 20g of protein with 0g added sugar, making them ideal for post-workout recovery or as a protein-rich snack.
Ultra Protein Shakes (42g Protein)
For serious athletes and those with higher protein requirements, Slate offers Ultra shakes in Chocolate and Vanilla flavors. With 42g of protein per serving, these beverages compete directly with high-protein supplements while maintaining Slate’s signature taste and clean ingredient profile.
Nutrition Shakes (32g Protein)
The 32g protein nutrition shakes, available in Milk Chocolate, represent a middle ground between the standard and ultra options, providing substantial protein content for those seeking more than the base 20g option.
Iced Coffee Line
Recognizing the popularity of coffee-flavored protein drinks, Slate has developed several iced coffee varieties including Vanilla Latte, Caramel Latte, and Sweet Cream Latte. These products combine the energy boost of caffeine with the recovery benefits of protein.
Convenient Options
Slate offers various packaging options including variety packs, single packs, and drink mix packets for those who prefer to mix their own beverages. The “Build Your Own Box” option allows customers to customize their orders based on personal preferences.
Celebrity and Athlete Endorsements
One of Slate’s most impressive achievements is securing authentic endorsements from high-profile athletes and sports figures. Unlike many brands that rely on paid sponsorships, many of Slate’s celebrity supporters discovered the product organically and became genuine advocates.
Dana White, CEO of the UFC, represents one of Slate’s most significant partnerships. His testimonial reveals how he discovered Slate through a friend, fell in love with the product, and subsequently made them an Official UFC Partner. This organic relationship demonstrates the product’s authentic appeal rather than a manufactured marketing relationship.
NBA players John Wall and Duncan Robinson both praise Slate’s role in their training routines, with Robinson noting how rare it is to find a product that tastes amazing while providing necessary nutrients for workout preparation and recovery. NFL player Maxx Crosby’s enthusiasm is particularly notable, describing Slate as “hands down the best protein shake on the market” and comparing the French Vanilla flavor to “melted ice cream.”
These endorsements carry significant weight because they come from athletes whose careers depend on optimal nutrition and recovery. Their willingness to publicly support Slate speaks to the product’s effectiveness and taste quality.
Environmental Commitment
In an era where consumers increasingly consider environmental impact in their purchasing decisions, Slate has positioned itself as a sustainability-conscious brand. Their products are packaged in 100% recyclable aluminum cans, and they maintain certification as a Plastic Neutral company.
This environmental focus aligns with their broader mission of making “the planet healthier one can at a time.” For environmentally conscious consumers, this commitment provides an additional reason to choose Slate over competitors who may not prioritize sustainability.
Convenience and Practicality
One of Slate’s key advantages over traditional protein powders is convenience. Their products don’t require refrigeration, making them perfect for gym bags, office storage, travel, or emergency protein sources. While they recommend drinking them cold for optimal taste, the shelf-stability factor significantly increases their practical utility.
This convenience factor has made Slate particularly popular among busy professionals, travelers, and athletes who need reliable protein sources without the hassle of mixing powders or finding refrigeration.
Market Position and Growth
Slate’s growth trajectory from Kickstarter startup to UFC partner illustrates the brand’s successful market positioning. They’ve managed to carve out a unique niche by focusing on taste, nutrition, and convenience simultaneously – a combination that many competitors struggle to achieve.
Their pricing strategy positions them as a premium product, but one that justifies its cost through superior taste, clean ingredients, and convenient packaging. This approach has allowed them to build a loyal customer base willing to pay more for a better product experience.
Slate Protein vs Fairlife Protein Shakes
When comparing Slate to Fairlife, another popular protein milk brand, several key differences emerge. Fairlife Core Power offers 26g of protein compared to Slate’s standard 20g, but Slate’s ultrafiltration process and zero added sugar formula appeal to consumers seeking cleaner ingredients. Fairlife uses artificial sweeteners in some varieties, while Slate relies on natural sweeteners like allulose and stevia.
Taste preferences vary between consumers, but many find Slate’s chocolate varieties more indulgent and dessert-like, while Fairlife tends toward a more traditional milk taste. Slate’s packaging in aluminum cans also offers environmental advantages over Fairlife’s plastic bottles.
Slate vs Premier Protein
Premier Protein shakes typically offer 30g of protein at a lower price point, making them attractive for budget-conscious consumers. However, Premier Protein relies heavily on artificial ingredients and sweeteners, while Slate emphasizes natural ingredients and cleaner processing methods.
The taste comparison often favors Slate, with many consumers noting Premier Protein’s artificial aftertaste. Slate’s shelf-stable aluminum cans also provide better portability than Premier Protein’s plastic bottles.
Slate vs Traditional Protein Powders
Compared to mixing protein powders, Slate offers unmatched convenience but at a higher per-serving cost. Protein powders allow for customization of protein content and can be mixed with various liquids, while Slate provides consistency and convenience.
For taste, Slate typically wins among consumers who struggle with the texture or flavor of mixed protein powders. The ready-to-drink format eliminates the common issues of clumping, inadequate mixing, or cleanup that come with powder-based products.
Who Should Choose Slate Protein Shakes?
Slate protein shakes are ideal for busy professionals who need convenient protein sources, athletes seeking clean recovery beverages, lactose-intolerant individuals who miss chocolate milk, and anyone prioritizing taste alongside nutrition. They’re particularly valuable for people who travel frequently or maintain unpredictable schedules where meal timing varies.
The premium price point makes Slate most suitable for consumers who prioritize quality ingredients and taste over cost savings. For those seeking maximum protein content per dollar, other options like Thorne might be more economical, but few match Slate’s combination of taste, convenience, and clean ingredients.
Slate has successfully transformed the protein shake category by proving that healthy doesn’t have to mean sacrificing taste or convenience. Their journey from Kickstarter campaign to major sports partnerships demonstrates the power of focusing on product quality and customer experience in building a sustainable brand.
