CytoSport, founded by Greg Pickett, a former competitive cyclist, developed and launched the ready-to-drink protein supplement Muscle Milk in the late 1990s. Initially designed to provide supplemental protein for athletes, the product quickly gained popularity among fitness enthusiasts and the general public.
The introduction of this convenient protein source offered a new way for individuals to increase their protein intake, particularly after workouts or as a meal replacement. This accessibility contributed significantly to the growth of the sports nutrition market and helped popularize the concept of protein supplementation for a wider audience. Its development filled a gap in the market, providing a ready-made alternative to traditional protein powders, which require mixing. This innovation significantly impacted how consumers approach protein consumption and overall fitness nutrition.