In 2008, CytoSport celebrated its 10th anniversary by launching Monster Milk. It promptly became so amazingly popular that line extensions [JS1] — including Monster Pump, Monster Mass and Monster Amino — quickly followed in the spring of 2009. But the company’s not waiting for another 10 years to go by; it’s bringing its signature innovation and inspiration to its products now.
“2011 was an exciting year for us,” says Jeff Brucker, brand manager for sports nutrition at CytoSport. “We embarked on a big undertaking: We relaunched the entire CytoSport Monster series brand, rebuilding it from the ground up. This decision came from listening to feedback over the last two years, which led to our desire to make improvements in labeling, packaging and ingredients.”
To better address current trends and the needs of its customers, CytoSport started by modernizing its labels to make them more educational and transparent. “We did away with proprietary blends,” Brucker says. “There’s no mystery because we have nothing to hide. We’re proud of the amounts of active ingredients our products have, and we call out those key ingredients, their features and benefits, and the functionality of the product. Our products are now more premium looking and have a more powerful shelf presence.”
CytoSport didn’t stop with the external traits; it also revamped its formulas, including that of one of its most popular products, Monster Milk. “Inarguably the most advanced muscle-building powder in the market — and I can say that with confidence — Monster Milk is the Mercedes-Benz of protein powders,” Brucker says. For the uninitiated, Monster Milk is an all-in-one protein that delivers a comprehensive array of nutrients — 50 grams of protein, creatine, glutamine, betaine, digestive enzymes, etc. — that help promote muscle protein synthesis. The formula is leaner, with fewer calories, carbohydrates and fats.
Monster Pump NOS — a preworkout supplement that provides intense mental focus, energy, enhanced nitric-oxide levels and explosive muscle power — also got a makeover and now includes beta-alanine, leucine and creatine, along with a peptide that enhances the work of the enzyme that converts arginine into nitric oxide.
The new formula of Monster Amino — which contains essential and nonessential amino acids — offers an 8:1:1 branched-chain amino acid ratio per serving (the previous formula had a 2:1:1 ratio) and only 1 gram of sugar-free carbohydrates per serving (previously 30 grams). It’s also enhanced with 3.5 grams of leucine peptides and 3.5 grams of leucine per serving.
The last product in the suite, Monster Mass is a powerful, easily digestible mass-building protein powder, with 600 calories and 50 grams of multisource protein per serving. To further boost muscle growth, the formula offers a 3:1:1 BCAA ratio and 4 grams of added leucine per serving.
And quality is never in question. “With all our powder and pre-blend products made on-site in our 150,000-square-foot state-of-the-art manufacturing facility, we exercise complete control over our brands — from what goes into the mix to what goes into the package,” Brucker says.