The performance snack and shake brand Muscle Milk, acquired by PepsiCo from Hormel in 2019, will launch two new plant-based protein drinks in December 2023.
The Muscle Milk Plant Protein Shakes, available in Caramel Vanilla and Chocolate flavors, provide 30 grams of plant-based protein and all nine essential amino acids for muscle growth and recovery.
Muscle Milk products use cow's milk proteins, which naturally contain all the amino acids needed to make them.
According to a study, plant-based dairy replacements like soy milk are rich in nutrients but lack some of the amino acids needed to fully benefit from protein consumption.
It was "future-proofing" to join the plant-based market with performance-marketed protein drinks rather than "solving a leaky bucket problem."
A new analysis suggests that "an increased awareness of healthy diets" and vegan and vegetarian lifestyles are driving plant-based protein consumption.
The global market for alternative protein is expected to expand from $14.2 billion in 2021 to $33.75 billion by the end of the decade.
Since athletes and health-conscious people are leading the way toward plant-based lifestyles and are the primary demographic for Muscle Milk products,
the brand's shift to plant-based protein makes sense as it anticipates rising demand. Eventually, they may need to rename the product.