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Monster Beverage plans to return to protein shakes next year with Monster + Protein, a canned drink containing 30 grams of protein and 160 milligrams of caffeine. The product was presented at NACS as part of a broader 2027 innovation lineup; price, exact launch date and availability have not been reported.
Monster Beverage plans to return to the protein-shake market in 2027 with Monster + Protein, a canned drink containing 30 grams of protein and 160 milligrams of caffeine. The company presented the product at the NACS trade show as part of its upcoming innovation lineup, according to Food Dive.
The planned shake will come in chocolate and vanilla, with 2 grams of sugar and 6 grams of prebiotic fiber, according to the report. Its caffeine content matches that of a standard can of Monster, positioning the product as both a protein drink and an energy beverage. Monster has not released a price or specific store availability in the source material.
The product is part of a wider set of planned 2027 launches, which Monster says will begin rolling out in January. The lineup also includes new flavors for its namesake energy drink: passion fruit orange guava, candy apple red, tea and black raspberry. Monster plans two espresso-forward drinks in cream and vanilla flavors, each with 200 milligrams of caffeine.
Jordi Gayola, Monster Energy’s chief marketing officer for the Americas, said the company’s plans reflect a focus on consumer occasions where energy drinks may fit. The product details and rollout plans are company announcements reported by Food Dive; the source does not provide independent sales forecasts or evidence of consumer demand for Monster + Protein.
Protein Meets Monster’s Energy Strategy
Monster’s planned drink brings together two product attributes—protein and caffeine—that could appeal to shoppers looking for both in a single canned beverage. That also gives the company a way to extend its energy-drink brand into a category where it already has experience, while competing with canned products from brands including Beyond and C4 Energy, as Food Dive reported.
The move matters to retailers and competitors because Monster is adding protein drinks to a substantial set of planned innovations, rather than announcing a one-off flavor. Food Dive reported that the company has linked innovation with growth and attracting new customers. That is the company’s stated strategy, not proof that the new shake will sell well; performance will depend on factors such as pricing, distribution and repeat purchases, which have not been disclosed.
For shoppers, the listed specifications make the product’s trade-offs visible before launch: it combines 30 grams of protein with 160 milligrams of caffeine, alongside 2 grams of sugar and 6 grams of prebiotic fiber. Consumers will still need a full nutrition label to assess other ingredients and serving details.
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Monster’s Previous Protein-Shake Attempt
This is not Monster’s first entry into protein shakes. The company launched Muscle Monster in 2014 and discontinued it in 2017, according to Food Dive. The report does not explain why the earlier product was withdrawn or whether Monster will use the same formulation, distribution approach or branding lessons for its new effort.
The return comes as protein products have multiplied across drinks and other grocery categories. Food Dive reported that nearly half of adults are seeking more protein in their diets, but the source does not specify the survey, date or question behind that figure. It is a reported consumer trend, not a guarantee of demand for this particular product.
Monster’s earlier protein drink and its planned 2027 launch differ in a key respect described in the report: Monster + Protein is explicitly positioned as a caffeinated energy-and-protein drink. The planned caffeine level matches a standard Monster can, while the protein amount is 30 grams. The product’s presentation at NACS preceded its planned rollout, but no exact launch date beyond the January start of the company’s broader innovation program was given.
“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, chief marketing officer of the Americas for Monster Energy
Launch Details Still Awaited
The reported plan does not establish when or where the shake will reach stores, what it will cost, or whether availability will be nationwide. Monster also has not provided further nutrition information, such as the full ingredient list or serving-size details, in the source material.
It is also unclear how Monster’s new product will perform against established canned protein and energy drinks, or whether the company will market it primarily as a protein shake, an energy drink or a product serving both occasions. The reason Muscle Monster was discontinued in 2017 is not stated. Those gaps limit comparisons between the previous attempt and the planned relaunch.
The consumer and household-panel figures cited by Monster representatives are attributed claims. The source does not provide enough information to independently assess the survey behind the reported protein-seeking trend or Gehring’s comparison with the category.
Retail Rollout Planned for January
Monster’s broader slate of 2027 innovations is set to begin rolling out in January 2027, according to Food Dive. The source does not confirm whether Monster + Protein will be among the first products released or provide a more precise date for its arrival.
Details to watch for include retailer availability, pricing, the full nutrition label and any further company information about the drink’s marketing and distribution. Until those are announced, the confirmed picture is limited to the product’s planned flavors and stated protein, caffeine, sugar and fiber amounts.
Key Questions
What is Monster + Protein?
It is a planned canned protein shake from Monster Beverage, expected to launch in 2027. Food Dive reports that it will contain 30 grams of protein and 160 milligrams of caffeine.
What flavors and nutrition details have been announced?
The planned flavors are chocolate and vanilla. Monster’s reported specifications include 2 grams of sugar and 6 grams of prebiotic fiber per can, though a full nutrition label has not been provided in the source material.
When will Monster + Protein be available?
Monster’s wider 2027 innovation rollout is set to begin in January, but the source does not give a specific release date or confirm which markets and retailers will carry the shake.
Has Monster sold a protein shake before?
Yes. Monster launched Muscle Monster in 2014 and discontinued it in 2017, according to Food Dive. The reason for its discontinuation was not reported.
How much caffeine will the shake contain?
The planned drink contains 160 milligrams of caffeine, the same amount Food Dive says is in a standard can of Monster. The source does not provide a can size or further serving guidance.
Source: rss
