The transition from spring to summer ignites a host of changes: school is out, vacations are planned and outdoor socializing is widely embraced for those roughly 100 days of summer. However, some changes are meant to stick around for longer than a season and Muscle Milk, a brand of Purchase, N.Y.-based PepsiCo, is embracing that as it unveils its reformulation change and new campaign: Protein for All.

Marissa Pines, vice president and general manager for Gatorade Growth Platforms, Chicago, explains that the campaign and reformulation evolved from the insight that consumers want protein, but find the category crowded and confusing.

“Muscle Milk’s next chapter is about making high-quality protein more approachable,” she says. “On the product side, we reformulated our [ready-to-drink] (RTD) shakes with ultra-filtered milk and a simpler ingredient list. The new formula has no artificial sweeteners, no artificial flavors and no added colors. The Protein For All campaign brings that same idea to life in culture. It shows that Muscle Milk is built for the way people use protein today, whether that is after a workout or as part of a busy daily routine.”

When it comes to the reformulation, Pines notes that the biggest change is the use of ultra-filtered milk. 

“It gives us a high-quality dairy protein base that includes whey and casein proteins,” she says. “It also helps deliver a smoother, more shake-like taste experience.”

The reformulated Muscle Milk Protein Shake contains 26 grams of protein in each bottle, while Muscle Milk Pro has a protein range between 33 to 42 grams, depending on the variety.

Pines adds that across the reformulated lineup, the shakes have no artificial sweeteners, no artificial flavors and no added colors, while also acting as a good source of calcium and vitamins A and D.

“Our goal was simple: deliver great taste, strong protein credentials and a cleaner ingredient experience in one convenient shake,” she says. 

The brand also is bringing that clear approach to its Protein For All campaign.

“Our Protein For All campaign features rugby medalist and lifestyle influencer Ilona Maher,

who perfectly signals this cultural shift in how we market strength,” she says. “To show how Muscle Milk is bringing clarity to the space, we are opening the Prodega, a free, immersive experience in Brooklyn inspired by the culturally familiar bodega. 

“The retail-inspired space guides visitors through today’s crowded landscape, reflecting the confusion consumers face when navigating the overwhelming array of claims across the category,” Pines continues. “Guests then step into a serene environment to sample our newly reformulated shakes.”

This change within Muscle Milk comes as protein has become a mainstream nutrient.

“Consumers now associate it with strength, muscle health and everyday wellness, not just gym performance,” Pine says. “At the same time, the category has become harder to navigate. People are seeing more protein claims across more aisles, but many are still unsure how much protein they need or which products to choose. That is why simplicity matters. Consumers want protein that is convenient, great tasting and easy to understand. They also want ingredient statements they can feel good about.”

Pine explains that this is coming at a time as protein has moved past being for athletes and bodybuilders.

“Consumers still value it for workouts and recovery, but they are also using it to support busy, active lives,” she says. “That shift is central to how we are evolving Muscle Milk. We are keeping the brand’s performance credibility while making it feel more accessible to a broader group of consumers. Strength today is not defined by one body type, one sport or one routine. It is about helping people show up for the moments that demand more from them.”

As these mindsets take shape in consumer packaged goods, Muscle Milk and the Gatorade portfolio as a whole are positioning themselves to serve consumers’ protein needs.

“This relaunch isn’t just about one product; it’s a cornerstone of Gatorade’s evolution into a

total functional hydration and nutrition portfolio,” Pine says. “Muscle Milk provides the protein authority that complements our hydration leadership, ensuring we serve every need of the consumer’s wellness journey.”