NEW YORK, December 29, 2025, 14:32 ET — Regular session
BellRing Brands Inc (BRBR.N) shares were down $2.83, or 9.4%, at $27.33 by 2:32 p.m. ET, after opening at $30.15 and sliding to a session low of $26.66. The stock last traded as high as $30.20, with volume around 2.9 million shares.
The drop matters because investors have been quick to punish any fresh uncertainty around the protein-shake maker’s near-term sales trajectory and margins. BellRing is coming off a year in which sentiment swung sharply on questions about whether shipments are matching consumer demand.
In November, BellRing forecast fiscal 2026 net sales of $2.41 billion to $2.49 billion and “Adjusted EBITDA” of $425 million to $455 million — a profit metric that strips out certain items and excludes interest, taxes, depreciation and amortization. The company also said first-quarter net sales were expected to fall about 5% from a year earlier and that higher input costs, promotions and packaging redesign costs had been weighing on profitability; “We delivered strong results in 2025, with sales up 16%,” Chief Executive Darcy Davenport said. 1
A securities law firm, Bleichmar Fonti & Auld, said in a release on Monday it was investigating BellRing for potential violations of federal securities laws, encouraging investors with losses to contact the firm. The notice was labeled attorney advertising. 2
Separately, a Form 4 filed with the U.S. Securities and Exchange Commission on Monday showed director Elliot H. Stein Jr corrected previously reported beneficial ownership, including a transfer of 4,916 shares from a trust to direct holdings at a stated price of $0. Form 4 filings disclose changes in share ownership by company insiders such as directors and executives. 3
BellRing, whose brands include Premier Protein and Dymatize, sells ready-to-drink shakes and protein powders across channels that include club stores and e-commerce. Major U.S. stock indexes were lower on the day. 4
The company’s investor relations calendar lists no upcoming investor events scheduled. 5
Investors are now watching for evidence that BellRing’s holiday-quarter sell-through is stabilizing in key channels, and for any sign that promotional spending is easing rather than intensifying. Ingredient costs and price/mix — how much of sales growth comes from volume versus pricing and product mix — remain central swing factors for margin expectations.
Monday’s move also highlights how quickly sentiment can turn on non-operational headlines for consumer brands that have already reset expectations. Traders tend to treat legal notices and insider paperwork as noise until they coincide with a fundamental change in demand or guidance.
From a chart perspective, the fall pushed the shares toward the day’s low around $26.66, a level short-term traders often treat as immediate support. A rebound would need to reclaim the $30 area, near Friday’s close, to suggest the selloff is fading rather than building.
