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Muscle Milk is a company that manufactures and markets a range of protein supplements and shakes. It was founded in 1998 by Greg and Mike Pickett and is based in Walnut Creek, California, United States. The company offers various protein products, including shakes, powders, and bars, and claims that its products are gluten-free and suitable for lactose-sensitive individuals. In 2019, Muscle Milk was acquired by PepsiCo for $465 million, adding to its collection of brands. The company has faced some controversies, including a dispute with Nestle USA over misleading advertising and a lawsuit against Vital Pharmaceuticals, Inc. for trademark infringement. Despite this, Muscle Milk has been successful and received endorsements from athletes.
| Characteristics | Values |
|---|---|
| Company Name | Muscle Milk |
| Parent Company | PepsiCo |
| Year Founded | 1998 |
| Location | Walnut Creek, California, United States |
| Founders | Greg and Mike Pickett |
| Products | Protein supplements, shakes, and powders |
| Product Features | Gluten-free, lactose-sensitive friendly |
| Competitors | OWYN, Liquid I.V., Cure Hydration, Optimum Nutrition, P28 Foods, Myprotein |
| Endorsements | Adrian Peterson, Mike Bottom |
| Awards | Small Company of the Year Award at the 16th annual Beverage Forum |
| Revenue | US$200 million in 2008 |
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What You'll Learn
Muscle Milk is owned by PepsiCo
Muscle Milk, a company that manufactures a range of protein supplements, was acquired by PepsiCo on February 20, 2019. The company, founded in 1998, is based in Walnut Creek, California, and has 122 active competitors. Muscle Milk's protein products include flavoured protein shakes, protein powders, and protein bars. They are endorsed by sports figures such as running back Adrian Peterson and college swimming coach Mike Bottom.
PepsiCo's acquisition of Muscle Milk expands its presence in the sports nutrition category. As a subsidiary of PepsiCo, Muscle Milk operates under the Gatorade line of products. This acquisition allows PepsiCo to leverage Muscle Milk's brand equity and expand its consumer base.
Prior to being acquired by PepsiCo, Muscle Milk was owned by the father-son team of Greg and Mike Pickett, who founded the company in 1998. Greg Pickett was also involved in a championship-winning North American sports car racing team.
Under PepsiCo's ownership, Muscle Milk has continued to innovate and expand its product offerings. For example, Muscle Milk has introduced plant-based protein shakes, catering to consumers who are incorporating plant-based options into their daily routines, including muscle building. This move into the plant-based category has contributed to the brand's success, with sales increasing by 19% to $425 million in the 52 weeks ending August 13.
With PepsiCo's resources and expertise, Muscle Milk has been able to grow and supply protein to consumers in new ways. This acquisition demonstrates PepsiCo's commitment to meeting the diverse needs of its customers and staying ahead of the latest trends in the health and wellness space.
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$44.99 $49.99
It was founded by Greg and Mike Pickett
Muscle Milk is a company that manufactures a range of protein supplements and powder products. It was founded by Greg and Mike Pickett, a father-son duo, in 1998 and is based in Walnut Creek, California, United States. The company offers protein supplements under various brands, including whey protein and isolate, catering to the nutritional needs of both professional and amateur athletes.
Muscle Milk was acquired by PepsiCo in 2019 for $465 million. Before the acquisition, it was a subsidiary of CytoSport, which was also founded by the Picketts and is known for its line of Muscle Milk products. CytoSport also previously produced supplements under the Monster Milk and CytoMax brands.
Greg Pickett, the founder of Muscle Milk and CytoSport, has been involved in various endeavours outside of the companies. He was a part of a championship-winning North American sports car racing team that competed in the American Le Mans Series, the 24 Hours of Le Mans, and the Tudor United SportsCar Championship. The team saw success, winning the 2012 and 2013 American Le Mans Series LMP1 Drivers' and Teams' Championships. However, the team closed operations in 2014, allowing Greg to focus on expanding the Muscle Milk brand.
Muscle Milk has faced some challenges regarding its advertising and product claims. In 2009, the National Advertising Division (NAD) of the Council of Better Business Bureaus referred its advertising claims to the U.S. Federal Trade Commission and the U.S. Food and Drug Administration for review, following a challenge by Nestle USA. Nestle alleged that the marketing of Muscle Milk as a supplemented milk product was false and misleading to consumers. Muscle Milk, however, defended its claims, stating that its product names and advertising were non-deceptive and registered trademarks.
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It has a range of protein powder and drink products
Muscle Milk is a company that manufactures and markets a range of protein supplements and products. It was founded in 1998 by Greg and Mike Pickett, a father-son duo, and is based in Walnut Creek, California, United States. The company was acquired by PepsiCo on February 20, 2019, and operates as a subsidiary of the beverage giant.
Muscle Milk's product portfolio includes a range of protein powders and drink products. The powders include the 100% Whey Protein, Gainer, and Sleeping Giant varieties, while the drink products are also diverse, offering ready-to-drink options like the Zero, Genuine, and Pro Series lines. The Genuine Protein Shake, for example, provides 25 grams of high-quality protein to support muscle rebuilding, growth, and maintenance of muscle mass. It also contains zero sugar and is a good source of calcium and vitamins A, C, and D.
In addition to its powders and ready-to-drink beverages, Muscle Milk also offers protein shakes and bars. The protein shakes come in various flavors, including smoothie, organic, and pro-series options. The company claims that its products are gluten-free and suitable for lactose-sensitive individuals. The protein bars provide a convenient way to consume additional protein on the go.
Muscle Milk has faced some controversies, including a challenge to its advertising by Nestle USA, which alleged that the marketing of Muscle Milk was misleading, giving consumers the impression that it was a milk product rather than a dietary supplement. Additionally, there have been concerns about heavy metal levels in some of its products, with tests showing that certain Muscle Milk powders exceeded USP limits for cadmium, lead, and arsenic.
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The company was sold to PepsiCo for $465 million
Muscle Milk is a company that manufactures a range of protein supplements and shakes. It was founded in 1998 by the father-son team of Greg and Mike Pickett. The company was initially called CytoSport and produced supplemental products under the Monster Milk and CytoMax brands. Over the years, Muscle Milk has faced some challenges with its advertising and intellectual property. However, it has also found success in the market, particularly among gym-goers and athletes.
In 2014, Austin, Minn.-based Hormel Foods acquired CytoSport Holdings, Inc., the manufacturer of Muscle Milk, for approximately $450 million. This acquisition allowed Hormel to expand its portfolio into protein products that didn't involve meat.
On February 20, 2019, it was announced that Hormel Foods had agreed to sell CytoSport, the manufacturer of Muscle Milk, to PepsiCo for $465 million. This deal was expected to be completed within the next two months. PepsiCo's interest in acquiring Muscle Milk stemmed from its expertise and experience in the sports nutrition category. As a longstanding distribution partner for CytoSport, PepsiCo was well-positioned to help grow the business and leverage Muscle Milk's appeal beyond the gym.
Following the acquisition, Muscle Milk became a subsidiary of PepsiCo, organized under the Gatorade line of products. While Muscle Milk contributes only a small portion of PepsiCo's total revenue, the company has explored ways to expand its usage in food and drink offerings. Marissa Pines, the senior marketing director for PepsiCo's Gatorade portfolio, has played a key role in this mission, aiming to make the brand more inclusive and engaging with consumers on social media.
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Its advertising has been criticised as misleading
Muscle Milk is a company that manufactures a range of protein supplements and powder products. It was founded in 1998 by Greg and Mike Pickett and was acquired by PepsiCo in 2019. The company has faced criticism and lawsuits over its advertising and marketing practices, with some claiming that they are misleading to consumers.
One of the main issues with Muscle Milk's advertising is the implication that its products are supplemented milk products. In 2009, Nestle USA challenged the company's marketing, arguing that consumers would be misled into thinking that Muscle Milk is a milk product rather than a dietary supplement. The National Advertising Division (NAD) of the Council of Better Business Bureaus (BBB) referred the case to the U.S. Federal Trade Commission and the U.S. Food and Drug Administration for review. Muscle Milk's parent company, CytoSport, denied these claims and declined to participate in the NAD review.
In addition to the concerns raised by Nestle, Muscle Milk has also faced lawsuits from consumers alleging deceptive sales practices and false advertising. In 2013, CytoSport agreed to pay over $5 million to settle a class-action lawsuit accusing the company of underestimating the fat content in its products. In a separate lawsuit, rival company Global Beverage Enterprises Inc. sought to cancel Muscle Milk trademark registrations on the basis that the products do not contain any actual milk.
More recently, in 2019, a federal judge granted final approval to a class-action settlement in the case of Delacruz v. CytoSport Muscle Milk. This lawsuit alleged that CytoSport engaged in false advertising and misrepresentation, claiming that their products were healthy and nutritious when they were equivalent to fat-laden junk food. Lead plaintiff Claire Delacruz specifically challenged the use of terms like "healthy fats" and "good carbohydrates," arguing that they were misleading and posed health risks.
Muscle Milk and CytoSport have denied these allegations and worked to defend their advertising and product claims. Despite this, the criticism and legal actions against the company have highlighted concerns about the accuracy and potential misleading nature of their marketing and advertising practices.
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Frequently asked questions
Muscle Milk was acquired by PepsiCo on February 20, 2019, and is now a subsidiary of the company.
Muscle Milk was founded in 1998 by the father-son team, Greg and Mike Pickett.
Muscle Milk offers a range of protein supplements, including protein shakes, powders, and bars. The company claims that its products are gluten-free and suitable for lactose-sensitive individuals.
The main ingredient in Muscle Milk products is whey protein.
