Monster Energy is returning to the protein shake market.
The energy drink giant is planning to launch a canned protein shake next year called Monster + Protein, which has 30 grams of protein and 160 milligrams of caffeine, the same as a standard can of Monster. The drink is available in chocolate and vanilla flavors, with 2 grams of sugar and 6 grams of prebiotic fiber.
Monster initially launched protein shake Muscle Monster in 2014, but it was later discontinued in 2017. Now, as nearly half of adults are seeking more protein in their diets and new offerings proliferate, Monster will reenter the category.
The protein energy drink will compete with other canned offerings from Beyond and C4 Energy while leaning into its energy roots with caffeine to stand out in the market.
The drink was unveiled at NACS last week, part of Monster’s slate of 2027 innovations set to begin rolling out in January. The energy drink giant also plans to release new flavors for its namesake brand, including passion fruit orange guava, candy apple red, tea and black raspberry.
Monster also will debut two espresso-forward offerings in cream and vanilla flavors with 200 milligrams of caffeine.
“In 2027, we are continuing to focus on the consumer, going deeper on the occasions where energy plays a role for them, and you see that reflected in our latest innovation plan,” Jordi Gayola, CMO of the Americas for Monster Energy, said in a statement.
Innovation has been a particularly profitable venture for Monster in terms of growth and reaching new customers, according to its most recent earnings call.
“We constantly try to use innovation as a recruiting tool, and based on our last cut of household panel, we're bringing in consumers at twice the rate of the category,” said Rob Gehring, outgoing CEO of Monster's Americas business.
