Muscle Milk reformulates its protein shake lineup

USA – Muscle Milk, the original ready-to-drink protein shake brand with nearly 30 years of nutrition expertise, has announced the complete reformulation of its protein shake lineup — now made with ultra-filtered milk, delivering 26-42g of complete protein per serving with no artificial sweeteners, flavors or added colors. 

The reformulation launches alongside a partnership with rugby medalist Ilona Maher and a nationwide protein for all campaign designed to bring protein clarity to everyday consumers.

Together with Maher, Muscle Milk is introducing an immersive NYC-based experience and a national protein social media giveaway designed to cut through the protein noise and deliver what matters most: protein that helps support healthy muscles with a great taste.

Each shake delivers the protein consumers expect from Muscle Milk, with 26 grams in the standard subline and 33-42 grams in the Pro subline. The result is a smooth, great-tasting shake that helps support healthy muscles. 

Muscle Milk is now the only national ready-to-drink protein shake made with high quality protein made from real ultra-filtered milk and no added colors, no artificial sweeteners, and no artificial flavors. It is available in indulgent flavors, including Chocolate, Vanilla Crème, Cookies ‘n Crème and Strawberries ‘n Crème.

“Protein has never been more popular, but it’s also never been more confusing,” said Marissa Pines, VP/GM, Gatorade Brands at PepsiCo. “We saw an opportunity to simplify the experience for consumers. With our new formula, we’re delivering high-quality protein from real ultra-filtered milk, with no artificial sweeteners, flavors or added colors and the great taste people expect from Muscle Milk.

“This is the formula Muscle Milk has always been building toward; great tasting with fewer ingredients and built for how people actually use protein today.”

Muscle Milk, which PepsiCo acquired in 2019, is using nearly half the ingredients from its previous version. The company is changing the protein source, while removing added colors and certain nonessential vitamins. Now, all proteins will come from ultra-filtered milk, which also delivers a smoother, cleaner taste.

PepsiCo also upped the protein levels, with Muscle Milk now containing 26 grams instead of 25. The Pro line also has more of the coveted nutrient, with the 14-ounce bottle adding two extra grams to 42 grams and the 11-ounce bottle including one more gram to 33 grams.

The changes put Muscle Milk in line with competitors, namely Coke’s Core Power, which uses Fairlife ultra-filtered milk and also has 26 grams of protein.

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