Residents of select cities can get a free Premier Protein shake from January 5th to 9th, between 5 and 9 a.m., to mark the true beginning of the New Year.

• Premier Protein has teamed up with actor and comedian Michelle Buteau to empower people to begin the New Year on their own schedule. They suggest that New Year’s Day is for recuperating from the hectic holidays, making January 5th (the year’s first Monday) the real starting point.
• To launch that “Go Get ‘Em” spirit for the actual first week, Premier Protein is offering complimentary morning shakes. Between January 5th and 9th, people in New York City, Los Angeles, Chicago, Philadelphia, Miami, and Atlanta can visit from 5 a.m. to 9 a.m. to request a free shake delivered to their home, subject to availability.
• Premier Protein High Protein Shakes deliver 30g of protein—the essential energy to Go Get ‘Em, be it during a tough workout or a demanding daily routine.

EMERYVILLE, Calif., Jan. 1, 2026 — While today is officially New Year’s Day, the reality is you’re probably not prepared to leave the holiday lethargy behind. Premier Protein understands and is officially granting you permission to start the New Year on YOUR terms! Following weeks packed with parties, frantic gift-wrapping, and plenty of indulgent treats, you’ve earned a few more days to recharge before normalcy returns. Comedian, actor, producer, director, and mother Michelle Buteau knows this better than anyone, which is why the brand is collaborating with her to proclaim January 5th as the revised New Year.

For the occasion, Buteau will outdo the previous night’s ball drop with a symbolic Protein Drop on January 5th, an event worthy of a countdown! To assist fans in getting ready for their workday (“Go Get ‘Em” from 5–9 a.m. before their 9–5), Premier Protein will distribute free protein shakes from 5 to 9 a.m., January 5th through 9th. Ambitious individuals in New York City, Los Angeles, Chicago, Philadelphia, Miami, and Atlanta can go to , input their address, and receive a free Premier Protein High Protein Shake delivered to their doorstep, while stocks last (via Gopuff)*. Available flavors are Chocolate, Vanilla, Caramel, and Café Latte.

“Even though it’s New Year’s Day, I am NOT in Go Get ‘Em gear yet… and I suspect you aren’t either,” stated Buteau. “That’s why I’ve partnered with Premier Protein. They truly get it. We’re telling everyone it’s perfectly fine to begin the New Year once everyday life resumes.”

Why January 5th? After a week of lounging in pajamas, streaming shows, and snacking on cookies, making resolutions on January 1st feels entirely impractical. Premier Protein argues January 5th is the genuine start of the New Year because it’s when regular life resumes. Children return to school, offices become busy again, and people are truly prepared to re-engage with their health and fitness regimens.

“Premier Protein is for driven individuals—whether at the gym or in daily life. But we recognize it’s challenging to overcome the post-holiday slump,” said Kristin Rasmussen, Associate Director of Marketing at Premier Protein. “We’re beginning 2026 by allowing people to start their year when they feel truly prepared. Our 30g High Protein Shakes are ideal fuel for pursuing your annual goals… but adopting that Go Get ‘Em attitude can wait until Monday, when your first shake is complimentary.”

This New Year’s When You Need It initiative is a component of the brand’s new Go Get ‘Em campaign, featuring out-of-home advertising, linear and connected TV spots, and paid social media ads. The Go Get ‘Em campaign was developed and produced by Ogilvy (lead creative agency) with support from HUNTER (PR) and Exverus (paid media). Watch Buteau’s on January 5th for a spectacular commencement to the revised New Year!

Want to know more about how Premier Protein can power your next exercise session or help you manage a hectic schedule? Visit . For additional details and recipe ideas, check out Premier Protein’s , , , and  pages.

*No purchase required. The offer is valid only while supplies last. Limit one (1) claim per person, per day. Once the daily cap is met, the site will shut down until the following scheduled day.

BellRing Brands, Inc.
BellRing Brands, Inc. is a vibrant, rapidly expanding consumer packaged goods company dedicated to Changing Lives with Good Energy. Concentrating on expanding the convenient nutrition market, its portfolio includes Premier Protein, the leading ready-to-drink protein and convenient nutrition brand, and Dymatize, creator of the top-selling hydrolyzed protein powder. As a culture-focused, pure-play organization, BellRing Brands holds that nutrition is fundamental to a healthy world and creates products with superior nutritional value and outstanding taste. Its items are sold in more than 90 nations through club, mass, food, eCommerce, specialty, drug, and convenience channels. For further information, go to .

SOURCE BellRing Brands, Inc.