Monster tries again on protein shakes. The energy giant is returning to the category as innovation becomes a key piece of its growth strategy. Published Oct. 14, 2026 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.

Explainer | PepsiCo, Monster challenge order against use of 'Energy Drink' labels but why FSSAI calls them misleading. PepsiCo and Monster Energy have sued the Food Safety and Standards Authority of India over its directive against the use of 'energy drink' in labels. The companies said the restriction would have 'grave commercial consequences' and hurt 'substantial investments'. Published 2 Oct 2026, 10:12 PM IST PepsiCo India and Monster Energy India have moved court, challenging the Food Safety and Standards Authority of India (FSSAI) over its order restricting the use of the term "energy drink" on its high-caffeine beverages. This comes amid FSSAI's regulatory crackdown targeting packaged food and beverage companies across the country. What did FSSAI order say? The food safety regulator issued a directive on June 30 asking companies to stop using the term "energy drink" and similar descriptions for beverages containing high levels of caffeine. Companies were given 90 days to remove the disputed descriptions from their products and packaging. Following the directive, several states began seizing stocks bearing the affected labels, according to court filings. Why did PepsiCo challenge the order? PepsiCo India approached a Delhi court, citing that the FSSAI directive could have "grave commercial consequences", affecting the company's investments. According to its court filing, as reported by Reuters, 492 million bottles and 26 million cans carrying the disputed labels were in circulation as of July 31. The company also said that it was not given an opportunity to present its position before the regulator issued the directive. PepsiCo is reportedly seeking relief from the FSSAI decision to avoid potential commercial impact. What has Monster claimed? Monster Energy India has raised similar objections before the court. The company has argued that it was not given prior notice before the directive was issued. It claimed that the order had reportedly caused financial losses and reputational damage. The companies' legal challenge comes as the regulator's directive threatens to affect the branding and distribution of established beverage brands in India. Why is the term 'energy drink' controversial? The dispute stems from whether high-caffeine beverages can be marketed and labelled as "energy drinks". FSSAI has sought to restrict such descriptions, while beverage companies argue that changing established product labels could cause them significant commercial consequences. In July, FSSAI issued notices to six major beverage manufacturers: Red Bull (Red Bull Energy Drink), PepsiCo India (Adrenaline Rush Energy Drink and Sting Energy Drink), Reliance Consumer Products (Campa Energy Drink - Gold Boost), Hell Energy, and Coca-Cola-backed Monster Energy. The regulator called the products misleading because no official regulatory standards exist under Indian law for the term "energy drink." However, the companies continued to market them under the specific label, as per FSSAI. "The Food Category System under the Food Safety and Standards (Food Products Standards and Food Additives) Regulations, 2011 or the FSS Regulations is not intended for product naming or labelling purposes," FSSAI said on social media. The regulator emphasised that under the FSS Act 2006, food products are prohibited from making unapproved functional or therapeutic claims, such as promises to "vitalise body and mind," "enhance focus," "boost energy levels," or "aid in general weakness". The issue has emerged as India's energy drink market continues to expand. Retail sales are growing at 12.6% annually, while the industry is projected to reach $1.6 billion by 2028, as per Reuters. The court proceedings will now determine whether companies need to follow the regulator's directive restricting the use of "energy drink" or not.

Java Monster launches Dubai Chocolate. Ready-to-drink coffee hits shelves this October. October 1, 2026 Java Monster unveiled Dubai Chocolate, bringing the indulgent flavors of Dubai-style chocolate together with the bold attitude and energy of Monster. Arriving on shelves this October, Java Monster Dubai Chocolate starts with a smooth coffee and cream base, then layers in real cocoa and creamy pistachio flavors with a crispy, ultra-thin phyllo-inspired note, the company says. It's an adventurous take on the Dubai chocolate experience, reimagined as a ready-to-drink coffee, with Monster's signature energy blend plus 200 mg of caffeine, it adds. Looking for a reprint of this article? From high-res PDFs to custom plaques, order your copy today! JOIN TODAY to unlock your recommendations. Already have an account? Sign In