Forbes names Muscle Milk to its list of the top 25 most innovative consumer and retail brands
Muscle Milk Pickett Racing is the combination of team owner Greg Pickett’s two loves – world class racing and award-winning nutritional products.
Fans of the American Le Mans Series presented Tequila Patrón have seen Pickett’s innovative No. 6 Honda Performance Development ARX-03c race car in action. In fact, team co-drivers Klaus Graf and Lucas Luhr are in the midst of a four-race winning streak and are well on their way to capturing a second consecutive P1 title.
But fans might not realize that Muscle Milk is also a leader in its field – recently receiving recognition in a major publication.
Forbes named Muscle Milk to its list of the top 25 most innovative consumer and retail brands on Wednesday. The prestigious magazine cited Muscle Milk’s estimated annual sales exceeding $200 million – more than seven times the sales of PepsiCo’s Gatorade Recovery.
“Why? For wanting to pump us up,” Forbes wrote. “And making sports nutrition cool again.”
Pickett certainly found the right venue to promote his product. While Team Cyto sponsors a number of athletes, schools and events, the lion’s share of the Muscle Milk promotional budget goes to the race team.
Judging from the Forbes article, it’s a win-win situation.
Pickett formed CytoSport along with his son, Mike, in 1998, with the goal of becoming the premier manufacturer of sport-oriented nutritional products that address the needs of athletes and active lifestyle individuals at every level.
The Muscle Milk line of non-dairy sport beverages was the company’s move into the consumer market, with the milkshake-like product readily available at convenience stores and supermarkets.
As a driver, Pickett was a former SCCA Trans-Am champion, winning races in four different decades as he juggled his driving with his growing nutritional business.
The success of CytoSport enabled Pickett to return to racing while using the sport to promote his new products.
While the team has enjoyed its most recent success in the ALMS, Team CytoSport did compete in a pair of GRAND-AM Rolex Series races in 2006, with Pickett and Scott Sharp finishing 21st at Mazda Raceway Laguna Seca and 17th at Sonoma in a Pontiac/Riley.
Since then, Pickett turned his attention to the ALMS, co-driving with fellow former Trans-Am champion Klaus Graf. And as they say, the rest is history.
Muscle Milk is obviously a household name to ALMS fans. With recognition from the likes of Forbes, Muscle Milk is becoming a household name to many others as well.