PepsiCo has announced a major overhaul of its protein beverage brand Muscle Milk, introducing a reformulated product with higher protein content, fewer ingredients and a cleaner label as competition intensifies in the rapidly growing protein drinks segment.
The company said the revamped Muscle Milk range now contains nearly 50% fewer ingredients and eliminates artificial sweeteners, colours and flavours. The move is aimed at positioning the brand more strongly against rival products such as Coca-Cola’s Core Power and Premier Protein.
The relaunch also includes redesigned packaging and a new marketing campaign highlighting Muscle Milk as a protein option not only for athletes and bodybuilders, but also for mainstream consumers seeking convenient nutrition solutions.
Marissa Pines, vice president of PepsiCo’s Gatorade business, which oversees Muscle Milk, said the protein beverage market has become increasingly competitive, prompting the company to rethink the brand’s positioning and formulation.
The updated Muscle Milk now delivers 26 grams of protein per serving, up from 25 grams previously. The Pro range has also been enhanced, with the 14-ounce bottle now offering 42 grams of protein and the 11-ounce version containing 33 grams.
As part of the reformulation, the brand has shifted entirely to ultra-filtered milk protein, replacing earlier protein sources and removing certain non-essential vitamins and additives. According to the company, the change also improves texture and taste while supporting cleaner ingredient claims.
PepsiCo acquired Muscle Milk in 2019 and has been steadily evolving the brand to align with changing consumer preferences around health, nutrition and ingredient transparency.
Despite softer-than-expected growth for Muscle Milk in 2025 due to increased competition in the protein category, the company said it sees strong long-term potential as consumer demand for high-protein products continues to rise.
The revamped range is available in four flavours — chocolate, vanilla crème, cookies ’n crème and strawberries ’n crème — with pricing remaining unchanged despite the reformulation.
The updated Muscle Milk products began rolling out across retail shelves in April, and the company said early market performance has been encouraging, with sales at one retailer reportedly rising by 30%.
The company also plans to extend the overhaul to its protein powder portfolio, with updated packaging expected later this year and cleaner ingredient formulations scheduled for 2027.
The relaunch comes amid booming consumer interest in protein-rich foods and beverages. According to the International Food Information Council, around 70% of Americans now say they want more protein in their diets, up significantly from four years ago.
Food and beverage companies are increasingly incorporating protein into mainstream snack and meal categories to drive growth. PepsiCo itself has recently expanded protein offerings across brands such as Doritos and Quaker Rice Crisps, while other manufacturers have introduced protein-enriched versions of products ranging from macaroni and cheese to breakfast snacks.