Protein2o Names Congo Brands Veteran as CEO and Raises Growth Capital

Protein2o, the Elk Grove Village, Illinois clear protein beverage brand founded in 2013, has named Mark Rappaport chief executive officer and announced a new round of growth investment as it seeks to deepen retail distribution and expand its product pipeline.

Rappaport comes from Congo Brands, where he served as Global Chief Commercial Officer. Congo Brands' portfolio includes Alani Nu, a broadly distributed functional beverage label. Before Congo, Rappaport spent nearly eight years at Red Bull, a track record that spans high-volume mass-market distribution and the emerging functional hydration segment. Financial terms of the new investment were not disclosed; the company said the capital is directed toward retail development and the expansion of its clear protein offerings.

The leadership change follows a period of notable commercial activity for Protein2o. The brand underwent a rebrand and reformulation in early 2025, with new packaging developed by branding firm Safari Sundays, and subsequently expanded to 1,400 Target stores nationwide. That rollout included an exclusive Lemon Lime flavor created for the chain, reflecting a strategy of using retailer-specific partnerships to drive distribution depth.

Why it matters

Recruiting a senior commercial executive from Congo Brands suggests Protein2o is looking to apply a playbook built on high-velocity retail and brand marketing investment to the clear protein niche. The functional beverage segment has rewarded brands that combine broad distribution with sustained consumer marketing, and a CEO with CCO-level experience at both an energy drink giant and a multi-brand functional house is a pointed bet on that approach. For a brand that has recently reached mass retail scale through Target, the challenge shifts from getting on shelf to building the repeat purchase rate and visibility needed to hold that position as larger sports nutrition players increase their presence in the format.

What to watch

The size and structure of the new investment remain undisclosed, making it difficult to assess how much runway Protein2o has for simultaneous retail expansion and product development. How Rappaport allocates that capital between new doors, new SKUs and consumer marketing will determine whether the brand can convert its Target footprint into durable category leadership in clear protein.

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Sources

• Protein2o Protein Hydration Drinks | Protein Packed. Electrolyte Filled.
• We're a Small Company Doing Big Things - Protein2o
• Press - Protein2o
• Press - Protein2o