Upstart nutrition brand rivals Red Bull with unusual energy drink

This new energy drink is not what you might expect.

May 28, 2025 - 16:48

I’m not a health nut by any stretch of the imagination, but I have worked with a nutritionist to learn how to better fuel my body. I now pay attention to macros — particularly protein — on food and beverage labels.

My go-to breakfast most days is a chocolate protein shake that knocks out much of my daily protein intake goal before 9 a.m.

Although I have slacked off from following my nutritionist-approved food plan, I still read labels. Whenever I see a more protein-rich version of a food or beverage I consume, it will go into my cart, especially if it’s from a brand I already know and like.

But I’ll even give a new brand a second glance if it means getting in more nutrients. I recently switched to a new Greek yogurt brand because it somehow manages to cram a whopping 20 grams of protein into that little container.

I know I’m not nearly as serious about reading food and beverage labels as gym rats devoted to sculpting their pecs or abs. But I’m also probably not alone in my shopping approach of opting for items with a nutrient boost.

And that's exactly what one nutrition brand is banking on with its new product launch.

Ryse is shaking up the energy drink market with its latest offering.
Image source: Horwood/Getty Images

The rise of a possible Red Bull, Monster rival

Performance nutrition brand Ryse is known for its supplements, protein powders, and energy drinks. Ryse Fuel™ is the official energy drink of the Buffalo Sabres, and collaborations with iconic flavors like Kool-Aid, Country Time Lemonade, and SunnyD have also helped expand the brand's reach.

But to nab more of the energy drink market share from the likes of Red Bull and Monster, Ryse will soon be selling a sugar-free flavored energy drink with a boost of protein and prebiotics.

This latest product is the result of over a year spent testing and refining a formula. But Ryse has higher hopes than just presenting a new product to thirsty consumers. It wants to break through to a whole new category of healthy energy drinks.

For the macro-counting crowd, this new product isn’t meant to replace a morning or pre- or post-workout protein shake. And that’s the whole point: This new energy drink is a light and refreshing way to get a boost of protein without the heaviness (and let’s be honest, sometimes chalkiness) of a protein shake.

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“We weren’t trying to create another milk-based or high-protein drink with caffeine. We set out to build a smarter energy drink,” said Ryse CEO Nic Stella in a press release. “This is about offering real functional benefits: clean energy, a boost of protein, and prebiotics for gut health, all in one crave-worthy can.”

Red Bull and Monster Energy have long been go-to brands for those looking for a way to beat an afternoon slump or to keep partying through the night. But the important thing to remember here is that Ryse is a nutrition brand first and foremost.

So not only does this drink contain functional whey isolate protein, but it’s also got good-for-the-gut prebiotics, an ingredient that’s currently trending in the soda space with brands like Poppi.

It’s also got 150 milligrams of natural caffeine for the boost people want in an energy drink, but it ditches the sugar — another plus in the healthy column.

A booming energy drink market

There’s definitely a demand for energy drinks. In 2024 alone, the Austrian-born Red Bull sold 12.67 billion cans of its famous energy drink worldwide. That’s a whole lot of energy and, depending on your choice of can, a whole lot of sugar.

While Red Bull and other energy drink makers like Rockstar and Monster Energy do offer sugar-free options, it’s pretty clear that Ryse would love to grab at least some of those consumers.

The company aims to expand sales nationwide. Right now, Ryse drinks, powders, and supplements are sold in 30,000 stores across the country — places like Target, Walmart, GNC, The Vitamin Shoppe, and select Circle Ks.

And for now, the extra nutrients don’t come with an extra charge. Ryse plans to keep the new cans at the same price point as other energy drink competitors.