PepsiCo Reworks Muscle Milk Protein to 42 Grams
PepsiCo has relaunched Muscle Milk with a reformulated protein recipe that now uses ultra-filtered milk and trims the ingredient list by nearly 50%, while the brand rolls out nationwide in April. The new bottles keep Muscle Milk in a crowded category with up to 42 grams of protein in the Pro line.
Marissa Pines, vice president of PepsiCo’s Gatorade business, said the company decided the earlier changes did not go far enough. She said, “It's become an incredibly competitive landscape,” and added, “Over the years, as we've kind of made smaller adjustments to Muscle Milk to meet the consumers where they are, it hasn't quite taken us far enough.”
Muscle Milk April rollout
The updated formula removes artificial sweeteners, flavors and colors, and all proteins in the new Muscle Milk come from ultra-filtered milk. PepsiCo also said it is removing added colors and certain nonessential vitamins. The standard bottle now contains 26 grams of protein instead of 25.
The Pro line is changing too. Its 14-ounce bottle now has 42 grams of protein, up from 40, and its 11-ounce bottle now has 33 grams, up from 32. Each line has four flavors: chocolate, vanilla creme, cookies ’n creme and strawberries ’n creme.
PepsiCo and protein competition
PepsiCo acquired Muscle Milk in 2019, and the company said growth for the brand was softer than anticipated in 2025 because competition in the protein category increased. Pines said, “We have chosen now is the moment that we really want to meet [shoppers] where they are, and we don't see people backing down from protein,” and, “We wanted to evolve in a way that would really bring more people into the Muscle Milk family.”
The company said the overhaul is part of a broader brand reset built around simpler ingredients and more protein. It also pointed to a market where 70% of Americans want more protein in their diets, up from 59% four years ago, according to the International Food Information Council.
Muscle Milk powder line
PepsiCo plans to bring the same overhaul to its powder line, starting with packaging changes later this year. A cleaner ingredients label for that line is set to roll out in 2027, keeping the reformulation on a longer timetable than the bottled drinks already on shelves.
Pines said, “This is the new blueprint for the brand — clean ingredients, grounded in protein, and really reaching consumers with the benefits that they're most looking for,” and the company is betting that the new formula will help Muscle Milk win back attention in a crowded aisle.
