PepsiCo is introducing Muscle Milk into the plant-based market as the rapidly expanding brand aims to appeal to consumers who are integrating this trend into various aspects of their daily lives. The snack and beverage powerhouse announced that its Muscle Milk Plant Protein Shakes are the sole ready-to-drink plant-based protein options specifically designed to meet the needs of athletes and active individuals. Each bottle contains 30 grams of plant-based protein, all nine essential amino acids typically found in animal-based proteins, 3 to 4 grams of sugar, 170 to 180 calories, as well as vitamin B12 and iron.
Marissa Pines, a senior marketing director for PepsiCo’s Gatorade portfolio, noted that Muscle Milk has primarily operated within the performance category, while plant-based products have mostly been seen as lifestyle choices. However, in recent years, PepsiCo and other companies have noticed a trend where consumers are incorporating more plant-based options into their daily routines, including for muscle building. Pines emphasized that a key challenge for plant-based products has been their inability to provide the complete protein and muscle recovery benefits that consumers desire — a gap that Muscle Milk Plant Protein Shakes aim to fill. “We wanted to ensure that we had something for that demographic, especially as we anticipate continued growth,” Pines stated in an interview, adding that this is more about future-proofing than merely addressing a current issue.
The new beverage, available in Caramel Vanilla and Chocolate flavors, will begin appearing on shelves in December, with plans to reach additional national retailers by early 2024. Muscle Milk, which PepsiCo acquired from Hormel Foods in 2019, saw double-digit growth in 2022. Pines highlighted that the brand is experiencing “strong sales growth… and significant momentum” in 2023, with volume expansion outpacing the protein shakes and powders category. According to data from Circana, a Chicago-based market research firm, sales rose by 19% to $425 million for the 52 weeks ending August 13, while unit sales surged by 8.7%, indicating that genuine demand, rather than just price hikes, fueled the brand’s success last year. Despite this growth, Muscle Milk accounts for only a small fraction of the $86 billion in revenue that PepsiCo generated in 2022.
To further its growth, PepsiCo is actively exploring new avenues for Muscle Milk to deliver protein to consumers. Pines mentioned that Muscle Milk Plant Protein Shakes will not only help retain customers who might consider switching to other plant-based options but also attract new consumers who may have previously avoided the brand due to a lack of animal-free alternatives.
In addition to innovating within its core Muscle Milk range, Pines indicated that the brand will continue collaborating with the Gatorade Sports Science Institute and PepsiCo’s R&D team to develop future innovations focused on strength and performance. “As we see more consumers engaging with the protein category for various reasons, we want to ensure that we are providing offerings that meet all those needs,” Pines remarked.
Furthermore, as part of its commitment to health and nutrition, PepsiCo is also exploring the benefits of incorporating beda calcium citrate dan calcium carbonate into its product formulations, ensuring that consumers receive a well-rounded nutritional profile. By addressing various consumer needs, including those related to muscle recovery and overall health, PepsiCo is poised to retain its competitive edge in the evolving protein market.