These spiked protein drinks started in Happy Valley. Now you can buy them here, too

In 2020, Protochol co-founder and CEO Mitch Clark graduated from Penn State’s University Park campus, the same spot where he first got the idea for the Protochol food and beverage brand. Now, the growing startup has made its way back to Happy Valley, serving the same sources of inspiration that gave Protochol its roots.

“The idea kind of came from my days at Penn State, seeing a lot of students working out and then also enjoying alcoholic beverages on their weekends and in the evenings,” Clark said. “I noticed there was no such thing as an alcoholic beverage that also included high protein. I had always wanted to start a company and was working on some other different ventures and thought, if I’m ever going to try something like this, I might as well try now.”

After graduating from Penn State, Clark returned to his hometown of Erie, where he and a friend began formulating the Protochol recipe, before officially launching in January of this year. Now, Protochol’s spiked protein drinks are available across Pennsylvania, including newly in State College, with plans to expand the brand’s reach into multiple states.

The canned beverages are available in three flavors — Orange County, Swoleberry and Pineapple Pump — and each 16-ounce serving contains 11 grams of protein and 8% ABV. While the spiked drinks do not contain as much protein as some protein powders or ready-to-drink protein shakes on the market, the protein content is similar to what one might find in a protein bar. Taste-wise, Clark compares the drinks to a spiked juice or sports drink, or hard lemonade or hard tea, rather than a hard seltzer, given the drinks aren’t carbonated.

“A lot of people live this lifestyle, in their early 20s or while they’re in college, where, shortly after getting out of class or work on Friday at 4 or 5 or 6 (they) go straight to the gym to work out and then, very shortly after, go out to meet up with their friends to pre-game for the evening or get their evening activities started…” Clark said. “People would work out — whether it’s going for long runs or lifting weights or playing sports — and oftentimes force down a horrible-tasting protein shake with very bland protein powders that have almost no flavor and using tap water, which is absolutely atrocious to drink, to put it lightly. This is meant to be a fun alternative to that.”

However, Clark is also quick to explain that, despite Protochol’s high protein content, the brand isn’t pushed as part of an ideal health routine, instead, it acknowledges consumers’ habits and meets them where they’re at.

“We’ve always tried to be really upfront that the best way to truly build muscle or be truly healthy is to avoid alcohol together, but, in reality, people don’t do that and don’t want to do that,” he said. “So, (this is) a fun and also good-tasting alternative to that horrible downing of the protein shake and then drinking vodka or very, very cheap light beer.”

While college students and young professionals may have provided the initial inspiration for Protochol, the brand has proven appealing to a broader demographic since its launch. Clark said the customer base has grown to also include fitness fans in their 30s and 40s, who also enjoy craft beer and seltzer products, as well as seniors looking to increase their protein intake while also enjoying an alcoholic beverage.

Having graduated college during the start of the COVID-19 pandemic, while simultaneously trying to start a new business, Clark admitted there were some challenges, but also some related opportunities.

“I don’t think this would’ve been really possible without (the pandemic), because of the time (that was) freed up, to be honest. That extra time freed us up to look at recipes and test them with our friends and put out social media content,” he said. “But I think it also was a challenge, because it delayed getting the product to market. Lining up our production runs and getting all the ingredients and materials, and just everything that came with manufacturing a new product, was a little more challenging and took more time because of all the things you see in the news about supply chain issues.”

Currently, Protochol is available around the State College area at McLanahan’s Downtown Market, Beer Belly’s Beverage, The Phyrst, Nittany MinitMart, Nittany Beverage Beer Distributor, Pletcher’s Beer Distributor and Jack’s Beer Shop.