PepsiCo is overhauling Muscle Milk, the protein drink it bought in 2019, with a reformulated recipe that delivers more protein and nearly 50% fewer ingredients. The new version has no artificial sweeteners, flavors or colors, and all of its protein now comes from ultra-filtered milk.

The standard bottle now contains 26 grams of protein, up from 25, while the Pro line rises to 42 grams in the 14-ounce bottle and 33 grams in the 11-ounce bottle. PepsiCo said the price will stay the same as the new Muscle Milk begins appearing on shelves nationwide in April, with four flavors in each line: chocolate, vanilla creme, cookies ‘n creme and strawberries ‘n creme.

Marissa Pines, who oversees the brand, said the market has become more crowded and that earlier tweaks had not gone far enough. “It’s become an incredibly competitive landscape,” she said. She added that PepsiCo wanted to meet shoppers where they are and bring more people into the Muscle Milk family.

The relaunch comes after PepsiCo said growth for Muscle Milk was softer than expected in 2025, a sign of how much pressure the brand faces in a protein aisle crowded with rivals. One retailer that had been selling the new version saw sales rise 30%, according to the company, and PepsiCo is now using the same playbook to refresh its powder line, with a cleaner ingredients label set to roll out in 2027.

That push is aimed squarely at a category that has expanded well beyond athletes and gym regulars. PepsiCo is positioning Muscle Milk against brands such as Premier Protein and Coca-Cola’s Core Power, which also uses ultra-filtered milk through Fairlife and has 26 grams of protein. The company’s bet is that a simpler label and a small protein bump will matter in a market where 70% of Americans say they want more protein in their diets, up from 59% four years ago, according to the International Food Information Council.

Pines said the brand has spent years making smaller adjustments, but that the latest move is meant to set a new direction. “We have chosen now is the moment that we really want to meet [shoppers] where they are, and we don’t see people backing down from protein,” she said. For PepsiCo, Muscle Milk is no longer just a shelf staple; it is a test of whether cleaner ingredients and a familiar name can still win in a category that keeps getting tougher.