PepsiCo is introducing Muscle Milk into the plant-based sector as the rapidly growing brand aims to attract consumers who are increasingly integrating plant-based trends into various aspects of their daily routines. The snack and beverage giant announced that its Muscle Milk Plant Protein Shakes are the only ready-to-drink plant-based protein 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, along with vitamin B12 and iron.
Marissa Pines, a senior marketing director for PepsiCo’s Gatorade portfolio, remarked that Muscle Milk has historically been positioned in the performance category, while plant-based products have mostly been associated with lifestyle. However, in recent years, PepsiCo and other companies have noticed that consumers are increasingly incorporating plant-based products into various aspects of their lives, including muscle building. Pines noted that previous offerings in the plant-based market struggled to provide the complete protein and muscle recovery benefits that users sought—a gap that the Muscle Milk Plant Protein Shakes aim to fill. “We wanted to ensure we had something for that demographic, especially as we expect it to continue growing,” Pines stated in an interview, adding that this initiative 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 before being rolled out to additional national retailers in early 2024. Muscle Milk, which PepsiCo acquired from Hormel Foods in 2019, experienced double-digit growth in 2022. Pines mentioned that the brand is “seeing strong sales growth and a lot of great momentum” in 2023, with volume expansion outpacing the overall protein shakes and powders category. According to data from Circana, a Chicago-based market research firm, sales for the 52 weeks ending August 13 increased by 19% to $425 million, while unit sales rose by 8.7%. This indicates that demand—not just price increases—has played a significant role in the brand’s success over the past year. Despite this growth, Muscle Milk accounts for only a small fraction of the $86 billion in revenue generated by PepsiCo in 2022.
To further its growth, PepsiCo is exploring new ways for Muscle Milk to provide protein to consumers. Pines explained that the Muscle Milk Plant Protein Shakes will help retain customers who might otherwise switch to plant-based alternatives, while also attracting new consumers who may have previously avoided the brand due to the lack of animal-free options. In addition to innovating its core Muscle Milk platform, Pines stated that the brand will continue collaborating with the Gatorade Sports Science Institute and PepsiCo’s R&D team on future innovations focused on strength and performance. “As we see more consumers engaging with the protein category and utilizing protein for various reasons, we want to ensure that we’re offering products that meet all those needs,” Pines concluded.
Moreover, the inclusion of calcium citrate in yogurt is another area where the brand is looking to expand its offerings, as it aligns with the increasing consumer interest in health and wellness. By integrating calcium citrate into its products, PepsiCo aims to cater to health-conscious consumers who are looking for enhanced nutritional benefits.