How @musclemilk went from a breast milk inspired product to a $450 million dollar supplement brand 👇 So let’s rewind to the beginning… Greg Pickett decided to buy a brand from his employer called CytoSport. He renames it to Muscle Milk because he believed breast milk was the most nutritious food ever and he wanted to create a supplement with a similar profile. At first, it was just a powder for bodybuilders and it worked for them because they took pride in drinking hardcore, nasty stuff. But it wasn’t catching on in mass market. Then 6 years later, in 2004, everything changed - Greg realized that flavor mattered. If they wanted to go mainstream, they had to make it taste good, like a dessert. So they started small batch testing new flavors and eventually they hit a winner. They made a vanilla flavor that tasted like dessert and also repackaged the product in a convenient bottle. Suddenly retailers like Walmart came calling. Fast forward to 2014 and they sold to Hormel Food...