CytoSport, founded by Greg Pickett, launched the ready-to-drink protein supplement Muscle Milk in 1995. Initially conceived as a convenient recovery drink for athletes, the product quickly gained popularity for its protein content and taste.
The introduction of this product marked a significant shift in the sports nutrition market, offering a more palatable and easily consumable alternative to traditional protein powders. This accessibility broadened the consumer base, extending beyond serious athletes to fitness enthusiasts and individuals seeking convenient protein supplementation. The brand’s early success paved the way for further innovation in the ready-to-drink protein category and contributed to the wider acceptance of protein supplementation as part of a healthy lifestyle.
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