Muscle Milk
Muscle Milk is a U.S. sports nutrition brand under PepsiCo's Gatorade Portfolio, selling ready-to-drink protein shakes and NSF Certified for Sport protein powders through national grocery, mass, convenience, and DTC channels to active consumers and serious athletes.
- Company typePrivate
- Founded2000
- HeadquartersWalnut Creek, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Muscle Milk does
Muscle Milk is a U.S. sports nutrition brand specializing in ready-to-drink protein shakes and protein powder supplements, marketed under the 'Protein for All' positioning to active individuals, fitness enthusiasts, and serious athletes. The brand was founded in 2000 and operates through the legal entity CytoSport, Inc., based in Walnut Creek, California. It was acquired by PepsiCo and integrated into the Gatorade Portfolio in 2019, which provides national distribution infrastructure across grocery, mass, and convenience retail channels in the United States, as well as direct-to-consumer e-commerce through the brand's own website.
The product portfolio spans RTD shakes (Protein Shake with 26g and Pro Protein Shake with 33-42g of complete protein per serving) and a powder line that includes Genuine Protein Powder (32g), Pro Series (50g), Zero Protein Powder (15g, zero sugar), 100% Whey (25g), Gainer (32g protein, 650 calories), Creatine monohydrate, and Carb Boost maltodextrin. All powder SKUs hold NSF Certified for Sport designation, independently screened for 270+ banned substances. The May 2026 reformulation of the shake line switched to ultra-filtered milk as the protein source, reducing ingredient count from 20+ to 12-13 and removing all artificial sweeteners, flavors, and added colors.
The business model is consumer packaged goods distribution: products are sold at unit pricing through multi-channel U.S. retail (grocery, mass, convenience) and DTC online, with demand driven by athlete partnerships (notably Olympic rugby medalist Ilona Maher), nationwide PR campaigns, experiential pop-ups, recipe-driven content marketing, and organic TikTok presence. Revenue mechanics are based on one-time unit sales across multi-pack bottles and 1-5 lb powder canisters, with no disclosed subscription or recurring pricing model.
Muscle Milk firmographics
Firmographics- Name
- Muscle Milk
- Legal name
- CytoSport, Inc.
- Website
- https://musclemilk.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Muscle Milk is a U.S. sports nutrition brand under PepsiCo's Gatorade Portfolio, selling ready-to-drink protein shakes and NSF Certified for Sport protein powders through national grocery, mass, convenience, and DTC channels to active consumers and serious athletes.
- Ownership category
- akta.pro rank
Muscle Milk industry classification
Industry- Product category
- Sports Nutrition
- NAICS
- Dairy Product Manufacturing (3115), Dairy Product (except Frozen) Manufacturing (31151)
- SIC
- Dairy Products (2020), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes) (AFAFAEAD), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Muscle Milk is headquartered
LocationHeadquarters
- HQ city
- Walnut Creek
- HQ country
- United States
- HQ region
- North America
Markets served
Muscle Milk business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Ready-to-Drink Protein Shakes: Sale of reformulated protein shakes (Protein Shake and Pro Protein Shake) in 11oz and 14oz single-serve bottles, sold individually and in multi-packs. Available at U.S. grocery, mass, convenience retailers, and online.
- Protein Powder Supplements: Sale of protein powder products including Genuine Protein Powder (32g protein/serving), Pro Series (50g protein/serving), Zero Protein Powder (15g protein/serving), 100% Whey Protein Powder (25g protein/serving), Gainer Protein Powder (32g protein, 650 calories/serving), Creatine Supplement Powder (5g creatine/serving), and Carb Boost Maltodextrin Powder (53g carbs/serving). Sold in various canister sizes through retail and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Protein Shake (11oz/14oz) — 26g protein, no artificial ingredients, ultra-filtered milk base |
| Unit Pricing | Pay-as-you-go | Pro Protein Shake (11oz/14oz) — 33–42g protein, ultra-filtered milk base |
| Unit Pricing | Pay-as-you-go | Pro Series Protein Powder (2–5 lb) — 50g protein per serving, NSF Certified for Sport |
| Unit Pricing | Pay-as-you-go | Genuine Protein Powder (1.93–4.94 lb) — 32g protein per serving from milk |
| Unit Pricing | Pay-as-you-go | Zero Protein Powder (1.65 lb) — 15g protein, zero sugar, 100 calories per serving |
| Unit Pricing | Pay-as-you-go | 100% Whey Protein Powder (5 lb) — 25g whey protein per serving, 2g sugar |
| Unit Pricing | Pay-as-you-go | Gainer Protein Powder (1.79–5 lb) — 32g protein, 650 calories per serving |
| Unit Pricing | Pay-as-you-go | Creatine Supplement Powder (1.1 lb) — 5g creatine monohydrate per serving |
| Unit Pricing | Pay-as-you-go | Carb Boost Maltodextrin Powder (1.98 lb) — 53g carbohydrates per serving |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Muscle Milk product offering
Product offeringCore offering
Muscle Milk manufactures and sells sports nutrition products, primarily ready-to-drink protein shakes and a portfolio of protein powders built on an ultra-filtered milk base. The brand also markets complementary supplements (creatine monohydrate, carb boost maltodextrin) and positions itself as a clean-label alternative with no artificial sweeteners, flavors, or added colors. Products are sold through U.S. grocery, mass, and convenience retailers and direct-to-consumer online.
Product overview
Muscle Milk is a sports nutrition brand offering a comprehensive portfolio of ready-to-drink protein shakes and protein powders, organized into multiple product tiers to serve different fitness goals and dietary needs. The shake lineup includes Protein Shake (26g protein) and Pro Protein Shake (33-42g protein), both reformulated with ultra-filtered milk and no artificial ingredients. The powder portfolio spans from premium to specialty options: Pro Series Protein Powder Supplement (50g protein for serious athletes), Genuine Protein Powder (32g), Gainer Protein Powder Supplement (32g protein with 650 calories for muscle growth), 100% Whey Protein Powder (25g), Zero Protein Powder (15g, zero sugar), plus Creatine Supplement Powder and Carb Boost Maltodextrin Powder for performance support. Founded in 2000, the brand was acquired by Gatorade (PepsiCo) in 2019 and markets under the 'Protein for All' positioning.
Differentiator
Problem solved
Functional benefit
Products and services
- Protein Shake Ready-to-drink protein shake delivering 26g of complete protein per serving from an ultra-filtered milk base; formulated with no artificial sweeteners, flavors, or added colors. Sold in 11oz and 14oz single-serve bottles for active consumers seeking convenient post-workout or on-the-go protein.
- Pro Protein Shake Higher-protein ready-to-drink shake with 33g (11oz) or 42g (14oz) of protein per bottle from ultra-filtered milk; no artificial sweeteners, flavors, or added colors. Targeted at consumers and athletes with elevated protein needs.
- Genuine Protein Powder Protein powder delivering 32g of milk-derived protein per serving with a blend of slow- and fast-releasing proteins for post-exercise muscle rebuilding. NSF Certified for Sport. Sold in 1.93lb, 2.47lb, and 4.94lb canisters.
- Pro Series Protein Powder Supplement High-protein powder supplement delivering 50g of protein per serving, approximately 300-310 calories, 3g sugar, and 20 vitamins and minerals per serving. NSF Certified for Sport. Available in 2lb and 5lb canisters for serious athletes with higher protein demands.
- Zero Protein Powder Zero-sugar protein powder providing 15g of milk-derived protein and 100 calories per serving; an excellent source of Vitamins A, C, and D. NSF Certified for Sport. Sold in 1.65lb canisters for calorie-conscious users.
- 100% Whey Protein Powder Protein powder delivering 25g of high-quality whey protein per serving (100% of protein from whey) with 2g sugar and low fat. Available in 5lb canisters in Chocolate and Vanilla flavors.
- Gainer Protein Powder Supplement High-calorie weight-gainer powder providing 32g protein, 650 calories, 109-110g carbohydrates, and 2g MCTs per serving to support muscle size and strength gains. NSF Certified for Sport. Available in 1.79lb and 5lb canisters.
- Creatine Supplement Powder Unflavored creatine monohydrate supplement delivering 5g per serving to support high-intensity exercise performance. NSF Certified for Sport. A 1.1lb canister provides approximately 100 servings (about a 3-month supply).
- Carb Boost Maltodextrin Powder Single-ingredient 100% maltodextrin carbohydrate supplement delivering 53g of carbs per serving for serious athletes with targeted carbohydrate intake needs. Unflavored, sold in 1.98lb containers.
Quantifiable outcome
- 26–42g of complete protein per serving (Protein Shakes); up to 50g per serving (Pro Series Powder)
- +3 more outcomes
Companies that use Muscle Milk
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Muscle Milk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Muscle Milk partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship, minor and core.
- Ilona MaherflagshipRugby Olympic medalist Ilona Maher was named the brand partner for Muscle Milk's reformulation launch and the nationwide 'Protein for All' campaign. The partnership leverages her athletic profile and social influence to drive awareness and credibility for the newly reformulated protein shakes targeting both serious athletes and everyday active consumers.
- Habit Burger & GrillminorHabit Burger & Grill tested a limited-time Pumpkin Spice Protein Shake featuring real pumpkin puree and Muscle Milk at its Fountain Valley, California restaurant. The shake was topped with whipped cream and cinnamon as part of a product innovation pipeline test to gauge guest response to a seasonal, functional food product incorporating the Muscle Milk brand.
- PepsiCo / Gatorade PortfoliocorePepsiCo acquired Muscle Milk's parent company CytoSport in 2015 and fully integrated Muscle Milk into the Gatorade Portfolio in 2019. This strategic integration aims to broaden Gatorade's product range and compete more effectively in the growing sports nutrition market by leveraging Muscle Milk's protein supplement brand equity alongside Gatorade's hydration expertise. The integration provides Muscle Milk with PepsiCo's extensive distribution network and marketing resources.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Muscle Milk competitors and assessment
Company assessmentDirect peers
- Quest Nutrition: Direct competitor across Muscle Milk's protein powder portfolio (whey, casein blends) and RTD shake range; comparable sports nutrition positioning with mass-market retail distribution.
- Orgain: Plant-based and dairy protein powders plus RTD shakes positioned around clean-label nutrition; comparable across Muscle Milk's powders and shakes with similar grocery retail footprint.
- Fairlife Core Power: Coca-Cola-partnered ultra-filtered milk-based RTD protein shakes (26-42g) with strong clean-label positioning; nearest direct competitor to Muscle Milk's reformulated shake lineup.
- Premier Protein: BellRing Brands-owned RTD protein shake brand that is the category share leader in U.S. grocery; directly comparable high-protein (30g) dairy-based shakes against which Muscle Milk competes on shelf.
- Optimum Nutrition: Glanbia-owned sports nutrition brand with Gold Standard 100% Whey; directly comparable to Muscle Milk's 100% Whey and Pro Series powder SKUs in fitness and specialty channels.
- Dymatize: Sports-focused protein powders (ISO100, Elite Whey) with similar protein-per-serving tiers; competes with Muscle Milk's Pro Series and Genuine powders in specialty and online channels.
- OWYN (Only What You Need): Plant-based RTD protein shakes with a clean-label, allergen-friendly position; competes in the same U.S. retail aisles and embodies the no-artificial-ingredients trend Muscle Milk is targeting.
Broad incumbents
- Gatorade (PepsiCo): Sister brand within the PepsiCo Gatorade Portfolio; broader sports beverage incumbent that Muscle Milk supports and leverages for distribution, but focuses on hydration rather than protein.
- BodyArmor: PepsiCo-owned sports beverage brand (also within Gatorade Portfolio); adjacent functional beverage incumbent that shares Muscle Milk's PepsiCo distribution platform.
Emerging players
- Celsius Holdings: Rapidly growing functional energy beverage brand competing for sports/active-nutrition share in U.S. convenience and grocery channels; adjacency to Muscle Milk's broad protein-fueled active lifestyle positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Muscle Milk social profiles
Digital presenceMuscle Milk compliance and trust
Trust signalCompliance5 records
Muscle Milk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Muscle Milk leadership team
Management profileNumber of profiles
Muscle Milk funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Muscle Milk M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Muscle Milk
What does Muscle Milk do?
Muscle Milk manufactures and sells sports nutrition products, primarily ready-to-drink protein shakes and a portfolio of protein powders built on an ultra-filtered milk base. The brand also markets complementary supplements (creatine monohydrate, carb boost maltodextrin) and positions itself as a clean-label alternative with no artificial sweeteners, flavors, or added colors. Products are sold through U.S. grocery, mass, and convenience retailers and direct-to-consumer online.
Is Muscle Milk a public or private company?
Muscle Milk is a private company. It is classified as corporate owned and is currently operating.
When was Muscle Milk founded?
Muscle Milk was founded in 2000. It employs 251 to 500 people.
Where is Muscle Milk based?
Muscle Milk is headquartered in Walnut Creek, United States, in the North America region.
How does Muscle Milk make money?
Two revenue lines are on record. Ready-to-Drink Protein Shakes are the primary driver. The others are protein Powder Supplements.
Who are Muscle Milk's main competitors?
Direct peers on record are Quest Nutrition, Orgain, Fairlife Core Power, Premier Protein, Optimum Nutrition, Dymatize and OWYN (Only What You Need). Broad incumbents are Gatorade (PepsiCo) and BodyArmor. Celsius Holdings is listed as an emerging player.
Does Muscle Milk have an API?
No public API is recorded for Muscle Milk.
What industry is Muscle Milk in?
Muscle Milk's product category is Sports Nutrition. Its primary akta.pro industry code is AFAHAIAD, Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk), with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 3115 and its SIC code is 2020.