Where Is PRO-NRG From Shark Tank Today?

We may receive a commission on purchases made from links.

Pitching a protein drink in the oversaturated market might seem like a questionable decision today, but PRO-NRG came at a time when fewer than two in every five Americans were consuming protein drinks and shakes. After stocking the product in 3,000 stores across New York, entrepreneur Tania Patruno pitched her proprietary vitamin water-flavored protein drink to a panel of investors on ABC's "Shark Tank." Patruno had stirred up the recipe, propelled by her ambition to achieve personal fitness goals. She eventually decided to share her nectar, which combined both vitamins and proteins, with those sweating it out at the gym. 

Patruno pitched it to the panel, popularly called the Sharks, seeking $250,000 for 15% equity in the company. She marketed the beverage as "steak in bottles"— not the most visually appealing description nor the only novelty factor. Patruno's PRO-NRG was a drink free of adverse side effects, with no caffeine, no sugar, and all-natural ingredients. It was a rare blend compared to energy drinks that are packed with stimulants like caffeine. The beverage came in five flavors: berry, citrus, grape, watermelon, and pomegranate, but those who watched Episode 6 of Season 4 of Shark Tank may remember that most of the Sharks found PRO-NRG's flavor unappealing in terms of its economics.

The Sharks applauded Tania Patruno's ability to stock stores across the state in just three months, but most refused to give her a hand after Mark Cuban shot her a sales-related question. Patruno, who was pitching PRO-NRG with two-time Super Bowl champion and since-retired NFL player Brandon Jacobs, revealed that the drink cost $1.10 to produce. It sold at $1.80 wholesale and retailed for $3.99. Kevin O'Leary seemed baffled by the answer as Patruno's retailers were clearly making more money than she was. He made a dramatic walkout, remarking, "This is what life is like in hell." Cuban was next to leave. Though he felt the product had a good angle, he believed it could easily fade into the background in no time.

Patruno's pitch took an embarrassing turn when Barbara Corcoran pointed out that Jacobs, who was personally endorsing the product, had mispronounced its name. She also felt Patruno didn't effectively communicate what the product was. Robert Herjavec simply wasn't interested in entering the space. With four Sharks out, everything hinged on Daymond John's response. Fortunately, he saw potential but offered $250,000 in exchange for 30% equity — double the equity initially pitched. It also came with a condition: He would only invest in PRO-NRG if the supplement company he had recently partnered with agreed to come on board. Patruno accepted, and she and John struck a deal.

Around the time Tania Patruno scored the deal for PRO-NRG, both New York (where she'd found a market for PRO-NRG) and New Jersey (her home state) were reeling from the impact of Hurricane Sandy. Several businesses were affected, and it took a while for Patruno and her husband and co-founder, Eddie Dukhman, to pick up from where they had left off. Once things were set in motion, Daymond John rebranded PRO-NRG as Protein Water by PRO-NRG and limited the flavors to pomegranate and berry. He said in a press release that Protein Water represented "the next step in fitness water, where the category itself is a trendsetter."

John's team also revamped the company's website. "The internet just blew up. I had over 1,000 friend requests on my personal page; it was crazy. Our website had the highest conversion rates in the show's history," Patruno said in an interview with Shark Tank Blog in 2012. John's strategy was initially a hit, and the drink even lined up on the shelves at Walgreens.

PRO-NRG's fate took a downturn after former business partner Joshua Fenwick sued Tania Patruno and Eddie Dukhman in 2013, claiming they had co-founded PRO-NRG together. According to court documents, Fenwick alleged that due to Dukhman's criminal history, his sister, Helen Khorosh (also a co-defendant in the lawsuit), had acted as his representative, signing documents on his behalf. He also claimed that a shadow company, Sante Pur Solutions, was set up without his knowledge and that he was forced out of the business. Though the first case was dismissed, Fenwick refiled the following year. While that case was also ultimately dismissed, it remains unclear whether the legal battle led to PRO-NRG's downfall; the company last posted on social media in October 2014, and its website is now defunct.

Unlike other industry players, including Vade Nutrition, which also pitched at Shark Tank and managed to carve out a lasting presence, PRO-NRG couldn't survive the market. The company struggled to maintain its momentum before going bankrupt. According to Pitchbook, the company is no longer in business. There have also been speculations that Tania Patruno has ventured into real estate. However, there is limited publicly available information to confirm it. There is even less information available about her husband and co-founder, Eddie Dukhman.

Perhaps PRO-NRG's fate was tied to another factor — the beverage might have been introduced a bit before consumers were thirsty for the concept. Despite certain negative effects of energy and sports drinks, like tooth erosion, the functional beverage industry has been booming, with the United States holding the largest market (per Statista). Whether it's the ease of consumption, the perceived health benefits, or simply the drinkability, people are apparently more willing to try a multipurpose beverage.

Since PRO-NRG appeared on Shark Tank Season 4, the functional beverage market has evolved significantly. Enhancements in taste, texture, and composition have made big strides. The beverage shelf now features several brands of protein waters, many with added vitamins and minerals to supplement other ingredients. Although PRO-NRG might not be a household name, perhaps it walked so that other brands could run.

"Shark Tank" is available for purchase on Prime Video.