PRIME Expands Beyond Energy & Hydration with RTD Protein Shakes
PRIME, the brand co-founded by Logan Paul, is officially stepping into the ready-to-drink (RTD) protein space — and this move signals a much bigger shift in the functional beverage market.
Up until now, PRIME has been synonymous with hydration sticks and high-caffeine energy drinks. But with the launch of their RTD canned protein shakes, the brand is making it clear they’re building a full performance beverage ecosystem, not just chasing energy drink hype.
PRIME RTD Protein Shake AKA the “prime shake” — The Breakdown
Each 11 oz (325 ml) can delivers:
160 calories
32g complete protein
Ultra-filtered skim milk
Lactose-free
3g sugar
Flavors launching:
Chocolate
Vanilla
Cookies & Cream
You can already grab them on Amazon, where a 12-pack is priced at $29.99, with a broader U.S. retail rollout coming soon.
Why This Matters - Trend Alert
PRIME isn’t alone here. We’ve seen RTD protein explode over the last year, with brands like Slate and Barebellsmaking similar moves in 2025. The takeaway?
Consumers want:
High-protein
Convenient
Low-sugar
No blender required
Energy drinks brought people into the category. Protein RTDs are keeping them there all day long.
Powerhouse Take
This launch isn’t random — it’s strategic.
PRIME already owns shelf space, attention, and distribution momentum. Adding a lactose-free, high-protein RTD allows them to compete directly with legacy protein shake brands and newer “better-for-you” players at the same time.
Expect this category to keep heating up in 2026 as more energy drink brands look to diversify into protein, functional nutrition, and daily-use beverages.
