Ready-to-drink protein coffee Projo was crowned the champion of New Beverage Showdown 30, joining an elite cohort of well-known beverage brands like Health-Ade, Cann and Poppi that have previously claimed victory in the bi-annual pitch competition.
Founded in 2019, Projo produces a range of protein-infused ready-to-drink coffees. Offered in three flavors – Latte, Mocha Latte and Vanilla Latte – each 11 oz. can delivers 25 grams of protein and 225mg of caffeine. The brand also carries instant coffee packets in Bold Black, Vanilla Latte, Caramel Latte and Cinnamon Latte varieties.
“This is premium, indulgent coffee engineered for performance. Regular caffeine spikes and crashes, while power coffee uses the dual-phase caffeine system: fast activation from brewed coffee and smooth extended release from coffee fruit extract,” said co-founder and CEO Charbel Mawad while presenting on stage.
Projo’s products also feature a dual-phase protein system with fast-acting milk protein isolate, slow-digesting casein and grass-fed collagen for bone, joint and overall connective tissue support.
During Tuesday’s final round, entrepreneurs were given five minutes to pitch their product and brand while explaining to the panel of judges where their beverages are situated in the market, their blueprints for scaling and how they plan to stand out in the saturated market.
Judges for the final round included Kim Route, Category Manager at INFRA; Lourdes Grill, president of Red Tree Beverages (CCNA); Ken Sadowsky, Senior Advisor at Verlinvest; and John Craven, CEO of BevNET.
The competition was sponsored by Coca-Cola North America’s New Revenue Streams Unit.
The judges praised Projo for its taste and its ability to tap into one of the largest trends infiltrating both the food and beverage industries right now: protein.
“There are going to be categories where protein doesn’t stick, but this is one where there’s usually already [protein from] milk or dairy in there, and it seems sort of logical in the morning use occasion,” said Craven. “The liquid tastes better than a lot of plain coffee drinks, and getting protein in it is a nice bonus.”
Three months since introducing its RTDs to the market, Projo has been outperforming other RTD coffee competitors in velocity, according to Mawad. Its products are currently available online via the brand’s direct-to-consumer website and at Fresh Thyme Market stores nationwide, with a SRP of $4.99 per can.
In May 2026, Projo will launch single cans of its Vanilla Latte and Mocha Latte flavors at 1,755 Target locations across the country and a 4-pack format at 550 Target locations. Additionally, its packets will be available in roughly 600 locations. The partnership stemmed from a conversation with a broker at the Fancy Food Show – the same broker who got Monster Energy into Target.
“Our mission that we’re going to stick to is that we’re powering your journey wherever you go. We want to be with you when you’re traveling, in another country, everywhere. We’re going to provide products that nourish and energize you and meet you where you are,” said Mawad.
The California-based startup beat out five other beverage startups in the round, including Tizz tangerine fizz, Rhine Stone non-alcoholic drinks, Stursi zero-proof cocktails, No Cap! next-gen soda and Mocean energy drinks.
Along with hard-earned bragging rights, Projo* Power Coffee will walk away with a $10,000 awareness-building advertising campaign and join the ranks of past New Beverage Showdown winners, including MALK and Hiyo.
The finalists were chosen from a field of 12 that included Sparklinuts sparkling coconut tonic, Birdie sparkling tea, Banagua organic banana water, The NA Beverage Company, Skinergy collagen-infused energy drinks and Drizz zero-sugar cocktail and mocktail drops.