Muscle Milk reformulates ready-to-drink shakes with ultra-filtered milk
Muscle Milk has reformulated its ready-to-drink protein shake line with ultra-filtered milk, offering 26 to 42 g of complete protein per serving and removing artificial sweeteners, artificial flavors and added colors, according to the company.
The updated formula is rolling out nationwide. Muscle Milk said the standard line provides 26 g of protein per serving, while the Pro line ranges from 33 to 42 g.
“Protein has never been more popular, but it’s also never been more confusing,” said Marissa Pines, VP/GM, Gatorade Brands at PepsiCo, in a release. “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.”
The reformulation is launching alongside the brand’s “Protein for All” campaign and a partnership with professional rugby player and medalist Ilona Maher. Muscle Milk said the campaign aims to simplify protein choices for everyday consumers navigating crowded shelves and competing nutrition claims.
Why this matters for convenience services
- Protein beverages are moving beyond sports nutrition, with brands positioning shakes for everyday routines and broader consumer use.
- “Clean-label” expectations are rising, pushing reformulations that remove artificial sweeteners, flavors and colors while keeping high protein counts.
- Operators may see stronger demand for ready-to-drink protein in workplaces and high-traffic locations.
- Clearer front-of-pack protein callouts and simplified ingredient messaging can make it easier to merchandise protein as a “better-for-you” option.