Prox Press Kit | Media Resources, Facts & Contact
Boilerplate
Short (40 words): Prox is a premium sparkling energy drink with 20g of protein and 200mg of natural caffeine in a clear, zero-sugar, 90-calorie can. Based in New York City, Prox is sold on drinkprox.com, Amazon, TikTok Shop and in NYC grocers.
Long (100 words): Prox is a New York City beverage company that makes a premium sparkling energy drink with 20g of protein, 200mg of natural caffeine, zero sugar and 90 calories in a 12 oz can. Protein comes from whey protein isolate and collagen peptides, which stay clear in a sparkling, zero-sugar drink that tastes like soda rather than a shake. Caffeine comes from green coffee bean and green tea, paired with L-theanine. Prox is a premium energy drink first, with 20g of protein as the difference, and is used by athletes, office workers and GLP-1 patients who need protein when appetite is low. Prox sells direct, on Amazon and TikTok Shop, and through independent NYC grocers.
Fast facts
| Item | Prox |
|---|---|
| Category | Premium energy drink with protein (sparkling, clear) |
| Protein | 20g per can: whey protein isolate + collagen peptides |
| Caffeine | 200mg natural, from green coffee bean and green tea, with L-theanine |
| Sugar / calories | 0g sugar, 90 calories, 3g carbs |
| Can | 12 oz sleek aluminum, carbonated |
| Flavors | Orange Dream, Guava Pom, Tropical Rush |
| Free from | Sugar, lactose, gluten, artificial colors |
| Price | $63.99 per 12-pack on drinkprox.com; 3-can sample pack and subscription available |
| Headquarters | New York, NY |
| Founded | 2025; rebranded 2026 |
| Founder | Sarvar Nazir |
| Retail | Westside Market, Lincoln Market, Urban Market and other independent NYC grocers; Gotham DSD distribution |
| Online | drinkprox.com, Amazon, TikTok Shop |
Founder
Sarvar Nazir, founder and CEO. Sarvar started Prox after flipping over every energy drink can in the cooler and finding 0g of protein on all of them. He is based in New York and personally delivers cases to the city's grocers. Available for interviews on the protein energy category, GLP-1 nutrition, building a beverage brand, and NYC independent retail.
Story angles
- "Protein energy" is becoming its own aisle. Protein sodas and protein waters launched from Premier Protein, Keurig Dr Pepper (SkyPop) and Vital Proteins in 2026. Prox is the only one pairing 20g of protein with a full 200mg of caffeine.
- The 2pm swap. Prox customers swap their afternoon energy drink for a 90-calorie can that also carries 20g of protein.
- GLP-1 protein gap. Patients on semaglutide and tirzepatide struggle to hit protein targets with reduced appetite. A carbonated 20g drink is easier to finish than a 160-calorie dairy shake.
- Founder-run NYC beverage brand. Subscriptions are half of direct revenue; the founder stocks bodegas and grocers by hand.
Media kit
Primary lime logo on transparent and dark backgrounds, EPS and PNG. Request files
Studio can shots for all three flavors, lifestyle images, lineup renders. Request files
Editors, dietitians and creators can request a 12-pack. No deliverable required.
Available on request with a short bio.
Frequently asked questions
What is Prox?
Prox is a premium sparkling energy drink with 20g of protein (whey isolate plus collagen peptides) and 200mg of natural caffeine in a clear, zero-sugar, 90-calorie 12 oz can.
Where is Prox based?
Prox Beverages is based in New York City. The brand launched in 2025 and rebranded with a new can and three new flavors in 2026.
Where can I buy Prox?
drinkprox.com, Amazon, TikTok Shop, and independent grocers in Manhattan, Brooklyn and Queens including Westside Market, Lincoln Market and Urban Market.
Who do I contact for press, samples or wholesale?
Email contact@drinkprox.com. Founder Sarvar Nazir is available for interviews and will ship a sample case to editors and creators on request.