PepsiCo’s Muscle Milk reformulates RTD protein shake with ultra-filtered milk

Muscle Milk has reformulated its 26–42 g ready-to-drink (RTD) protein shake with ultra-filtered milk, and without added artificial sweeteners, flavors, or colors. 

The reformulation launches simultaneously as a US-based campaign to increase consumers’ protein clarity.

The Pepsi-owned company says US citizens are thinking about protein “more than ever,” although many consumers feel overwhelmed by complicated labels and ingredient lists.

“Protein has never been more popular, but it’s also never been more confusing,” says Marissa Pines, VP and GM for Gatorade Brands at PepsiCo. 

“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.”

Prior research has shown that nutrition labeling may not be efficient, as literacy gaps from complicated labels can undermine public health goals.

The reformulated product uses real, unfiltered milk and is a complete protein.Protein quality

Protein is dominating the trends in nutrition this year, with innovations in food and beverages. Gen Z and Millennials are increasingly adhering to a high-protein diet, as many have daily protein targets.

Muscle Milk says 73% acknowledge the importance of protein outside of the gym, while two-thirds reported not knowing what the optimal daily amount is.

The company says it is the only RTD protein shake with high-quality protein, made from real ultra-filtered milk without added colors, artificial sweeteners, and flavors, on the US market. It comes in flavors Vanilla Crème, Chocolate, Strawberries ‘n Crème, and Cookies ‘n Crème. 

The reformulated product uses real, unfiltered milk and is a complete protein. It also contains whey protein, which is a fast-acting muscle-building protein, and casein, which is more slowly digested and supports ongoing muscle support. 

Each shake provides 26 g in the standard subline — designed for everyday fitness and general protein intake — and 33–42 g in the pro-subline — designed for athletes.

Amid this ongoing “protein boom,” researchers previously called for dietary guidelines to pay more attention to protein quality — how well a food can meet human metabolic needs for essential acids and nitrogen. The team argues that current methods do not capture the scope of amino acids’ metabolic activity.