CytoSport, founded by Greg Pickett, launched the ready-to-drink protein supplement known as Muscle Milk in 1995. Initially conceived as a recovery drink for athletes, the beverage quickly gained popularity for its protein content and convenience.
The introduction of this product significantly impacted the sports nutrition market, providing a readily available protein source for individuals seeking to enhance muscle recovery and growth. This marked a shift in the accessibility of protein supplementation, moving beyond powders and towards convenient, ready-to-consume options. The product’s development and subsequent market success paved the way for a burgeoning category of similar products, transforming the landscape of sports nutrition.