PepsiCo is revamping its Muscle Milk brand to offer more protein with nearly half the ingredients in order to stand out in a crowded market.
The new Muscle Milk formula contains no artificial sweeteners, flavors, or colors, setting it apart from competitors like Premier Protein and Coca-Cola’s Core Power line. The brand is also introducing updated packaging and a campaign highlighting its versatility as a protein option for a range of consumers.
“The market has become highly competitive,” said Marissa Pines, VP of PepsiCo’s Gatorade business. “Our previous adjustments to Muscle Milk weren’t enough to keep up with consumer demands.”
PepsiCo did not disclose specific sales figures for Muscle Milk but noted that growth was lower than expected due to increased competition in the protein category.
Despite this, PepsiCo sees potential for Muscle Milk as consumers seek products with fewer ingredients and better nutrition. This led to the decision to reformulate the brand.
Muscle Milk, acquired by PepsiCo in 2019, now has nearly half the ingredients of its previous version. The protein source has been changed, artificial colors removed, and nonessential vitamins eliminated. All proteins now come from ultra-filtered milk for a smoother taste.
PepsiCo has also increased the protein content, with Muscle Milk now containing 26 grams per serving. The Pro line offers even more protein, with the 14-ounce bottle now providing 42 grams and the 11-ounce bottle offering 33 grams.
“We want to meet consumers where they are, as protein remains a key focus for many,” said Pines. “Our goal is to attract more people to the Muscle Milk brand.”
Each product line includes four flavors: chocolate, vanilla creme, cookies ‘n creme, and strawberries ‘n creme. Despite the changes, the pricing for Muscle Milk will remain unchanged.
Muscle Milk now aligns with competitors like Coke’s Core Power, which also offers 26 grams of protein from Fairlife ultra-filtered milk.
The updated Muscle Milk launched nationwide in April and has shown promising early results, with sales up 30% at one retailer.
Muscle Milk plans to extend the overhaul to its powder line, starting with packaging changes later this year. A cleaner ingredients label will follow in 2027.
“This is the new direction for the brand – clean ingredients, rich in protein, and delivering what consumers are looking for,” added Pines.
Consumers’ demand for protein continues to grow, with 70% of Americans expressing interest in adding more protein to their diets.
Food companies like PepsiCo are incorporating protein into various products to meet this demand, with protein now found in snacks like Doritos and Quaker Rice Crisps.
Protein has become a popular ingredient in brands like Pop-Tarts and Kraft Mac & Cheese as companies seek to boost sales by tapping into this trend.