The brand’s ambitious transformation is not reflected in new packaging or marketing, but in a reformulation to realign the shakes with how consumers now think about protein.
The shift was driven by a widening gap between the brand’s legacy in the sports nutrition space and the increasingly fast-paced evolution in the protein beverage category, according to Marissa Pines, VP/GM of Gatorade Brands at PepsiCo.
“For nearly 30 years we’ve been a leader in the category,” she said. “But in recent years the category has evolved so much. … I don’t think that we were moving as fast as the category was.”
That clarity prompted a holistic reset where the brand asked itself “who do we want to be,” she emphasized.
At the center of Muscle Milk’s transformation is a new formula built on ultra-filtered milk from a blend of milk-derived proteins. The new formula simultaneously boosts protein levels, reduces lactose and simplifies the label, Pines said.
The updated range now delivers 26 and 42 grams of protein (compared to 25 and 40 grams of protein in previous formulations) depending on the product tier and format.
Switching to ultra-filtered milk was not about layering in additional protein, according to Pines. Using ultra-filtered milk concentrates the protein and decreases lactose.
The reformulation also reflects a broader health and wellness push anchored by clean label across food and beverage categories.
To achieve a cleaner, simpler ingredient deck, Muscle Milk removed artificial sweeteners, flavors and colors while trimming back certain vitamins and minerals that did not resonate with consumers, Pines notes. The streamlined nutritional profile is anchored by higher protein, in addition to calcium and vitamins A and D.
The Pro line comes in four flavors: Chocolate, Vanilla Crème, Cookies ‘n Crème and Strawberries ‘n Crème in 11-ounce cartons and 14-ounce bottles.
Refining product architecture to fit different usage occasions and needs
Muscle Milk’s ingredient overhaul reflects a strategic repositioning of the brand, according to Pine. Long associated with bodybuilders and performance-driven consumers, Muscle Milk’s revamp is targeting a much broader audience without abandoning its core base.
Pines describes the shift as moving “from a protein source for elite bodybuilders to a protein source for anyone who is looking to use protein in their diet, in their routine, for any variety of reasons.”
Instead of consolidating the shakes into a single protein level, the brand offers the 42 and 26 grams of protein options to serve different consumer needs and usage occasions at roughly the same price range as the previous Pro line.
“There are distinct consumer groups out there who really want these varying levels of protein,” Pines explained.
The higher-protein shake targets more experienced consumers, while the lower protein drink serves as an accessible entry point.
“Some of those higher protein content levels are intimidating … and that’s where the lower protein content is so important,” she said.
Ultimately, the Pro relaunch reflects a new reality where protein consumption transcends the gym and into daily routines that address satiety, convenience and broader nutrition goals, Pines noted.
‘Loud and clear protein statement’ on pack
Packaging plays a critical role in communicating protein’s expanded appeal, Pine says.
The redesign emphasizes clarity and approachability, with protein content displayed front and center and visuals that reinforce flavor.
“We wanted to ensure that we were making room for a really loud and clear protein statement,” Pines said.
At the same time, the brand leaned heavily into taste messaging – a strategic move to address lingering sensory perceptions that protein drinks are chalky or unpleasant.
“Our brief to R&D was deliver something that tastes better than the competition … and has a shorter, cleaner ingredient line,” she added.
Addressing ‘protein confusion’
The reformulation and repositioning also address what Pines describes as a broader “protein confusion” among consumers.
As protein claims pervade food and beverage categories, many consumers are unsure how much they need or why they need it. That insight culminated into Muscle Milk introducing its “Prodega” pop-up in New York City last month. The brand partnered with rugby player and medalist Ilona Maher who joined the event.
The immersive activation was designed to mirror consumers’ protein confusion before guiding them toward a simpler solution, Pines explained.
“We wanted to just have a little fun with this idea that Muscle Milk can … make it easy for people to fit protein in and to do it in a way where there’s no confusion, no clutter,” she said.
The event also served as proof point for the brand’s broadened audience strategy.
While Muscle Milk historically skewed male and performance-oriented, Pines says pop-up attendance reflected a much more diverse consumer base.
“We really wanted to be able to expand to many more groups – more women, more people who are consuming Muscle Milk because they need it during their shift at work … or as an on-the-go convenience solution,” she said. “Seeing such a broad and diverse group of attendees … made us all really excited that where we’re headed is right for consumers.”
Gatorade’s larger health and wellness priority
Muscle Milk’s relaunch sits within a wider health and wellness push across the Gatorade portfolio, where protein is a core pillar.
The relaunch is part of Gatorade’s broader nutrition strategy across hydration, functional nutrition and performance – and Muscle Milk’s refined transformation reflects those initiatives, Pines noted.
Looking ahead
More broadly, Pines sees protein continuing to shift from a niche sports nutrition ingredient into a mainstream dietary staple.
“People have become so much more conscious about what they’re putting into their bodies,” Pines said.
The goal is “to ensure that we have a protein option for whatever you’re looking for,” she added.
