USA | Muscle Milk has announced the complete reformulation of its protein shake lineup, now made with ultra-filtered milk.
The reformulation was launched alongside a partnership with rugby medalist Ilona Maher and a protein-for-all campaign designed to bring protein clarity to everyday consumers.
A new standard in protein
Americans have been thinking about protein more than ever, but many feel overwhelmed by conflicting information and complicated ingredient lists. While 73 percent recognise its importance beyond the gym, nearly two-thirds admit they don’t know how much they should be consuming each day.
Muscle Milk’s reformulation has met the moment with convenient shakes made with complete protein from ultra-filtered milk with no artificial sweeteners, artificial flavours, or added colours.
Real ultra-filtered milk is a complete protein, containing whey protein, a fast-acting muscle-building protein, as well as casein, a protein that is more slowly digested to support ongoing muscle support. 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 ready-to-drink protein shake made with high-quality protein made from real ultra-filtered milk and no added colours, no artificial sweeteners, and no artificial flavours.
It is available in indulgent flavours, 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.
“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, flavours, or added colours, and the great taste people expect from Muscle Milk," said Marissa Pines, VP/GM, Gatorade Brands at PepsiCo.
"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.”
Protein built for all
As a pioneer of the protein shake category, Muscle Milk has supported strength for nearly 30 years, from competitive athletes to everyday people balancing work, family, and fitness.
The “Protein for All” campaign and reformulated lineup mark the brand’s next chapter, a Muscle Milk built for how protein is consumed today, not just how it was marketed 30 years ago.
New packaging features gradient tones and a stronger emphasis on protein content and flavour, reflecting both the reformulation and the brand’s expanded audience.
The reformulated protein shakes are available at retailers, including grocery, mass and convenience stores, as well as online.
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