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Monster Beverage plans to return to protein shakes in 2027 with Monster + Protein, a canned drink containing 30 grams of protein and 160 milligrams of caffeine. The launch follows the discontinuation of its earlier Muscle Monster line in 2017; pricing, exact release dates and distribution details have not been reported.
Monster Beverage plans to reenter the protein shake market in 2027 with a canned drink called Monster + Protein, combining 30 grams of protein with 160 milligrams of caffeine. The product, announced at the National Association of Convenience Stores (NACS) event last week, marks the energy drink company’s return to a category it left after discontinuing Muscle Monster in 2017.
Monster + Protein is planned in chocolate and vanilla. Each can is listed as containing 2 grams of sugar and 6 grams of prebiotic fiber, alongside its protein and caffeine. The caffeine amount matches what the report describes as a standard can of Monster. The company has not provided a specific launch date beyond saying its 2027 innovations are set to begin rolling out in January.
The shake is part of a broader slate of planned products. Monster also intends to introduce new flavors for its namesake energy drink, including passion fruit orange guava, candy apple red, tea and black raspberry. Two espresso-forward drinks, in cream and vanilla flavors, are also planned; each is described as containing 200 milligrams of caffeine.
Food Dive reported the plans on October 14, 2026, citing the company’s presentation at NACS and statements from Monster executives. The report does not give the protein shake’s price, can size, retail availability or full nutrition information. Those details should not be assumed from the announced ingredient figures.
A Caffeinated Entry Into Protein Drinks
The planned drink places Monster at the intersection of protein products and energy beverages. Rather than presenting the shake as a conventional protein drink alone, its announced caffeine content links it to the company’s existing energy range. Food Dive says it is expected to compete with canned offerings from Beyond and C4 Energy; the exact product positioning and retail competition will depend on details that have not yet been disclosed.
The return also gives Monster another product category in which to seek growth. The report says demand for protein is part of the backdrop, citing that nearly half of adults are seeking more protein in their diets. That figure is presented as market context, not as a measure of expected demand for Monster + Protein. The launch’s sales prospects, consumer response and effect on Monster’s results remain unknown.
protein energy drinks with caffeine
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Monster’s Earlier Protein Shake
Monster previously entered the category with Muscle Monster, launched in 2014 and later discontinued in 2017. The new plan would bring the company back to protein shakes after that earlier product’s exit, but the report does not explain why Muscle Monster was discontinued or whether the new drink will use the same formulation or distribution approach.
The move fits Monster’s stated focus on product innovation. Food Dive reported that company executives described innovation as a way to support growth and attract customers during the company’s most recent earnings call. That business rationale is the company’s account of its strategy; it does not establish how the new shake will perform.
““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, Monster Energy’s CMO of the Americas, in a company statement
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Price, Availability and Nutrition Details
Monster has not announced pricing, can size, exact release dates or specific retail distribution for Monster + Protein. The reported January start refers to the company’s wider 2027 innovation rollout, not a confirmed date for this individual product.
The available details also do not establish the shake’s complete nutrition profile, how its caffeine compares by serving size with other products, or whether the recipe and packaging could change before launch. No sales targets or consumer testing results for Monster + Protein have been reported. The company’s stated innovation strategy and the market context do not confirm that the product will gain customers.
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Details Expected Before the 2027 Rollout
Monster’s announced innovation program is due to begin rolling out in January 2027. The company has not specified when Monster + Protein will reach stores within that schedule. Further company announcements or product listings may provide the missing launch, pricing and distribution information.
Until those details are released, the confirmed picture is limited to the planned flavors and the reported amounts of protein, caffeine, sugar and prebiotic fiber. Whether the shake launches as described and how retailers and consumers respond will become clearer closer to release.
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Key Questions
What is Monster + Protein?
It is a planned canned protein shake from Monster Beverage, announced for 2027. The reported flavors are chocolate and vanilla.
What is in each announced serving?
Food Dive reports 30 grams of protein, 160 milligrams of caffeine, 2 grams of sugar and 6 grams of prebiotic fiber. The report does not provide a full nutrition label or can size.
When will Monster + Protein be available?
Monster’s 2027 innovations are scheduled to begin rolling out in January 2027, but the company has not given a specific release date for the protein shake.
Has Monster sold a protein shake before?
Yes. Monster launched Muscle Monster in 2014 and discontinued it in 2017, according to Food Dive.
How much will the shake cost?
No price has been announced in the reported information. Retail availability and can size have also not been specified.
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