Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities. With the launch of the Lifting Project, Muscle Milk also is announcing the next iteration of its consumer engagement campaign Own Your Strength.

Muscle Milk, a brand of CytoSport Inc., launched Coffee House Protein Shakes, a ready-to-drink line that combines high-quality protein and caffeine, the company says. 

Although sports and protein drink companies primarily market to athletes and active consumers, the category’s consumer base is shifting.

CytoSport Inc. debuted the first organic line for its Muscle Milk brand of ready-to-drink (RTD) protein shakes.

CytoSport Inc., Benicia, Calif., debuted the first organic line for its Muscle Milk brand of ready-to-drink (RTD) protein shakes.

CytoSport, Benicia, Calif., recently expanded distribution of its Muscle Milk Protein ready-to-drink (RTD) protein shakes into select Boots and Sainsbury’s Locals locations in the United Kingdom. Available in 330-ml packages, the protein shakes contain 20 grams of dairy protein to boost athletic performance and promote healthy lifestyles, the company says. The drinks also are gluten-free and low in sugar, it adds.

Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.