Michelle Buteau is seen in a silver sequined dress and gold boots holds a Premier Protein shake while posing on a festive New Year–themed set with balloons and branded signage.
credit: Premier Protein/Michael Stone
New Year, take two? Premier Protein is pushing the start of 2026 to Monday, Jan. 5, and brings free protein shakes to six cities

If the blur of the last few weeks has left you feeling lost and off to a rough start, you’re not alone — and it may come as some relief that one of the biggest protein brands has your back.

Premier Protein says you have a few more days left until it’s time to get serious, declaring Monday, Jan. 5, as 2026’s first day that counts.

To spread the message, the ready-to-drink protein brand has tapped comedian and actor Michelle Buteau, who, like many, says she’s not in “go get ’em mode” yet.

“I bet you aren’t either,” Buteau said. “That’s why I’ve teamed up with Premier Protein. They just get it. We’re letting everyone know it’s okay to start the New Year when real life settles back in.”

The initiative kicks off Premier Protein’s new Go Get ‘Em campaign. Consumers in New York City, Los Angeles, Chicago, Philadelphia, Miami and Atlanta can sign up on GoGet2026.com and enter their address to claim a free Premier Protein High Protein Shake while supplies last. Shake flavor options include Chocolate, Vanilla, Caramel and Café Latte and will be delivered directly to their door.

“Premier Protein is for people who get after it—whether it’s in the gym, or in their everyday life,” Premier Protein associate director of marketing Kristin Rasmussen said. “But we know it’s hard to fight the holiday haze. We’re kicking off 2026 by giving people the permission to start their year when they’re actually ready. Our 30g High Protein Shakes are the perfect fuel for going after your goals this year… but embracing that Go Get ’Em mentality can wait until Monday, when your first shake can be on us.”

Chipotle High Protein Cup with Adobo chicken, featuring a 4-ounce serving delivering 32 grams of protein in a snack-ready container.
Chipotle debuts its all-new High Protein Cup, a snackable 4-ounce serving of Adobo chicken packed with 32 grams of protein (credit: Chipotle)

Protein, of course, has wrapped up a major year, even catching the attention of Starbucks, which rolled out protein cold foam and Chipotle, which recently debuted a high-protein menu featuring items ranging from 15 to 81 grams of protein, including a snackable 4-ounce cup of Adobo chicken.

Another area to watch now that 2026 is underway? Fiber, according to some industry experts.

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