Muscle Milk isn't just for bros any more. The protein brand is revamping its brand in a bid to win over female athletes and other consumers outside of its traditional market of young, weightlifting men."We really haven't had a conversation with these active, female consumers," Muscle Milk CEO Greg Longstreet told Business Insider. "Last year, through our product innovation, through our social media efforts, we started to have this conversation."On Tuesday, Muscle Milk is launching products including smoothies andnew organicoptions, soon to be followed by a caffeinatedline of called Coffee House. Simultaneously, the brand is launching updated packaging and simplified recipes for the 100 Calorie and Genuine protein lines, which havebeen reworkedwith fewer and cleaner ingredients."We've always done a great job appealing tothe elite," says Longstreet. "We've done a great job appealing to more and more athletes over time, but with new research' we had some opportunitiesto improve in a couple ways."To introduce the changes, the brand is rolling out a campaign intended to appeal to a broader consumer base, called Stronger Everyday. The campaign kicks offwith a national TV ad featuring NBA star Stephen Curry. Protein, once stuckin the realm of weightlifters looking to pack on muscle, has gone mainstream in the last ten years. In 2006, 39% of the US population said they sought out foods that are high in protein, according to theNational Marketing Institute. By 2014, 53% were seeking high-protein options. From the first inning to the last out. #OpeningDay A photo posted by Muscle Milk (@musclemilk) on Apr 3, 2016 at 4:00pm PDTon Apr 3, 2016 at 4:00pm PDT Newconsumers gravitating towards protein is a fortunate trend for Muscle Milk, a brand that executives consider "synonymous with protein." However, the newly protein-hungry consumers are also more likely to see the brand as exclusively geared toward bodybuilding bros. "You'll run across the occasional female who thinks: 'Muscle Milk' Does that mean I'm going to bulk up''"says Muscle Milk CMO Nikki Brown. The rebrand attempts to solve thisproblem. New, lower-calorie options with revamped packaging and shorter ingredients lists aimto make Muscle Milk products more "approachable."Looking at the brand's marketing in the last year, the shift in perspectives is already apparent.Muscular athletes have been replaced by filtered photos of men and women participating in more accessibleathletic activities, from pick-up football to yoga.Since Muscle Milk parent company CytoSport was acquired by Hormel for $450 million in 2014, the brand has boosted efforts to introduce new, differentiated products that can attract different types of customers, with options like an organic line.Many of these new items, including lower-calories options and the smoothie line, "were created to meet those needs identified by active females," in the company's research, says Longstreet. Muscle Milk currently is currently the No. 1 ready-to-drink protein beverage, measured by market share. The ready-to-drink marketrepresents the future of the brand: more accessible options, aimed at anyone who has been caught up in the rise of protein, withless emphasis on protein powder. Essentially, Muscle Milk wantsto help everyone get huge in 2016 ' or at least providetheir daily protein fix.SEE ALSO:These 5 fast-food chains will dominate the industryJoin the conversation about this storyNOW WATCH: The pros and cons of drinking protein shakes after a workout
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