BevNET Magazine
September 2008

Cover Story

Pumped Up: Muscle Milk

The first Muscle Milk-branded product hit shelves in 2000 with a slogan that clearly identified it for its target audience: “Builds Muscle like a Mother.” But Cytosport, Muscle Milk’s parent company, dropped that slogan after recognizing the potential for what had been a gym-centric product to grow out of tubs of powder into a ready-to-drink protein beverage with appeal for workout fanatics and little old ladies alike.


Nuts & Bolts

Emerging sports drink brands are dabbling in function. And protein.


Role Models

New Beverage Spectrum: same great product in a new, bigger package

Bevscape Innovation

International regulation, artificial sweeteners and functional beverages

Beverages in the DNA

While the industry is going through tough times, it is still the place to be