PepsiCo is tapping into the booming demand for high-protein, functional beverages with new innovations across three of its leading brands — Propel, Muscle Milk, and Starbucks Coffee. The updated product lines, set to hit the market early next year, aim to position PepsiCo as a stronger player in the rapidly growing nutritional drinks segment.
Announcing the move, PepsiCo executives said the focus is shifting from simply adding protein grams to designing beverages that support overall wellness and can be consumed throughout the day. “We’re focused on delivering protein in ways that work with the body, not just focused on adding grams,” said Ram Krishnan, CEO of PepsiCo Beverages.
The upcoming Propel Clear Protein will be a flavored powder mix enriched with electrolytes and fiber, expanding Propel’s reach into the functional hydration segment. PepsiCo CEO Ramon Laguarta noted that the product particularly targets GLP-1 medication users, calling fiber “the next big trend” in functional drinks.
Muscle Milk, PepsiCo’s flagship protein brand, will undergo a reformulation to create a smoother, shake-like texture, offering consumers a convenient alternative to traditional meals and snacks. The new version will also be free from artificial sweeteners and colors, supported by refreshed, modern packaging.
The beverage giant is also extending its protein push into its Starbucks Coffee partnership, introducing a new line of protein-enhanced coffee drinks fortified with vitamins, minerals, and fiber — merging indulgence with functionality.
These innovations align with PepsiCo’s broader strategy to strengthen its “better-for-you” portfolio. Earlier this year, the company launched cleaner-label versions of several popular products, free from artificial colors and flavors.
With consumers increasingly seeking nutritional and functional benefits in everyday beverages, PepsiCo’s latest protein-forward approach could help it capture a larger share of the evolving health and wellness market.