Weigel’s Launches Elite Protein Milk

A Powerful New Chapter in Its 94-Year Dairy Legacy

[KNOXVILLE, TN] — Weigel’s, East Tennessee’s hometown convenience brand, is proud to announce the launch of Elite Protein Milk—a premium, high-protein beverage delivering 35 grams of protein with 0 added sugars, available now in Vanilla and Chocolate flavors.

Rooted in a 94-year legacy of dairy excellence, Weigel’s has long been known for the unmatched freshness and quality of its milk, sourced daily from local East Tennessee cows. The debut of Elite Protein Milk is a natural evolution—harnessing the strength of that heritage to meet the growing demand for functional nutrition on the go.

“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 crafted at the company’s dairy, where milk goes from cow to bottle in 24 hours or less. By maintaining control over the entire process, Weigel’s ensures the same farm-fresh quality that customers have trusted for generations—with the added benefit of powerhouse nutrition for active lifestyles.

“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.”Elite Protein Milk is now available at all Weigel’s locations. Whether customers need a post-workout refuel or a protein-packed snack, they can count on the same trusted Weigel’s quality—now with the fuel to power their day.

For more information, visit weigels.com or follow @weigelsstores on X, Instagram, and Facebook.

About Weigel’s:

Established in 1931, Weigel’s is a family-owned East Tennessee business operating 84 stores, along with its own dairy and bakery. Known for its top-quality products and premium customer service, Weigel’s represents state-of-the-art convenience retailing and a strong connection to the communities it serves.