Jordan’s Skinny Mixes launches Protein Coffee Stix with 20 grams protein

Jordan’s Skinny Mixes has pushed past flavor syrups and into portable functional drinks with Protein Coffee Stix, a single-serve powder that combines real coffee and whey protein isolate. The Clearwater, Florida company said each serving delivers 20 grams of protein, 150 milligrams of caffeine, 2 grams of sugar and 140 calories, a blend aimed at consumers who want a quick lift without a café stop or a heavier bottled latte.

The launch, which also included Refresher Stix, was sold through the company’s own website at first, a direct-to-consumer rollout that gives Jordan’s Skinny Mixes room to explain a new format before it lands in wider retail. That matters because Protein Coffee Stix is not just another protein drink. It is a brand extension built for the same moments that already belong to coffee, energy drinks and ready-to-drink shakes, only in a stick packet that can travel in a bag, desk drawer or gym kit.

The move fits neatly with the company’s origin story. Jordan Engelhardt founded Jordan’s Skinny Mixes in 2009 after noticing liquor-store shelves crowded with cocktail mixers loaded with sugar and empty calories. The brand built its name on lower-sugar beverage customization and says it now offers more than 100 zero-calorie, zero-sugar syrup flavors, a portfolio that helped it become a familiar player in coffee-shop substitutes, smoothies, protein shakes, desserts, cocktails and mocktails.

That background makes the protein coffee play strategically sharp. Beverage brands are increasingly treating protein as an add-on to habits consumers already have, not a separate category they must learn from scratch. In that frame, Protein Coffee Stix is really a proffee product, one that tries to merge morning caffeine, satiety and convenience into a single use occasion. For shoppers who already mix syrup into coffee or reach for a high-protein drink after a workout, the proposition is simple: one packet, one routine, fewer tradeoffs.

The larger test is whether that convenience solves a real need or mostly reframes functional marketing in a more appealing package. Jordan’s Skinny Mixes is clearly betting that the answer is both. By pairing coffee with whey protein isolate and anchoring the launch in its established zero-sugar identity, the company is trying to turn a flavor-first audience into a protein-first one without asking them to abandon the habits that brought them there.