What? Pepsi is going to distribute
Muscle Milk ? Yes, it’s true! Pepsi has signed an agreement with CytoSport to distribute Muscle Milk. Under the terms of the agreement, Pepsi will have a license to distribute only the ready-to-drink line of Muscle Milk and Muscle Milk Light in its territories in the U.S. and Canada. The agreement is effective immediately and Pepsi will begin distribution in the U.S. in January. This is interesting news to us here at SupplementGenius.com as we’ve heard rumors of this brewing for some time now.
"Strengthening and diversifying the Pepsi product portfolio is one of our top priorities. By teaming up with CytoSport, we are entering a new beverage segment with attractive long-term growth prospects," said Pepsi North America president Rob King (pictured on left). "Muscle Milk has established itself as one of the leading functional nutrition beverage brands, and adding it to our portfolio will enable us to capitalize on the opportunities in this exciting category."
The Pepsi robust go-to-market system is unsurpassed in the beverage industry," said CytoSport president Greg Pickett . "By working with Pepsi, we’ll be able to greatly extend the reach of the Muscle Milk brand and put our products in the hands of more consumers than ever before. This is a beverage category with tremendous growth potential, and this agreement further enhances CytoSport’s leading position in the category."
With Pepsi Distributing Muscle Milk, What Does This Mean For Us?
Expect to see Muscle Milk in virtually every place you find Pepsi. It’s likely to be sold in gas stations and variety stores for much cheaper than you’d find it for in a typical GNC. Also expect Coke and Anheuser-Busch to seek out their own protein RTDs to match Pepsi. Labrada Nutrition and ISS Research both have similar protein RTDs (I actually prefer ISS Research’s Oh Yeah! RTD over Muscle Milk). These two companies now may become increasingly attractive to Coke and Anheuser-Busch.
SOURCE: Nutraceutical World
