Rebranded Evolve Line Pushes Pepsi Further into Plant-Based Space

Amidst some of its recent high-profile moves in energy drinks and sparkling water, PepsiCo’s $465 million acquisition of Muscle Milk’s parent brand Cytosport in 2019 may not have grabbed the same level of attention. Yet as the conglomerate continues to expand and refine its breadth of better-for-you beverage options, one of the other less-heralded brands included in that deal may have a critical role to play.

This month, Evolve, Cytosport’s plant-based protein platform brand, will debut a new brand identity and reformulated products across its range, beginning with its core shake line. With dairy-based Muscle Milk experiencing double-digit sales declines, according to Nielsen data, Evolve is positioned to be Pepsi’s primary growth driver in plant-based protein, a space that includes players like OWYN, Koia, Orgain and Aloha.

“We are seeing plant-based protein just continue to take off,” said Laura Gardner, Senior Director, Active Fitness Portfolio at PepsiCo. “PepsiCo is really making a commitment to lean-in here and to bring plant-protein to consumers in a really accessible way.”

Evolve’s updated lineup includes a line of pea-based protein shakes in four flavors: Double Chocolate, Berry Medley, Vanilla Bean and Cafe Mocha. Each contains 140-150 calories, 4-5 grams of sugar and 20 grams of protein per 11 oz. bottle or Tetra Park carton. Beyond “upping the bar on taste,” according to Gardner, and updating the individual SKU names, the biggest change with Evolve’s reformulation comes with the addition of 10 grams of fiber per serving (up from 1 gram). The rebranded line is rolling out now across channels, including c-store/gas (Circle K, 7-Eleven, Speedway), mass retail (Walmart) and grocery.

The brand’s new visual identity leans heavily into outdoor sports and lifestyle, both on its labels and in the advertising campaign kicking off this week. The bottles feature images of National Parks like Big Bend and Glacial National Park, an extension of the brand’s ongoing relationship with the National Park Service, which will continue with a national advertising campaign and sweepstakes offering consumers a change to win a trip to a park.

“That relationship is going to be really key as we build this brand,” said Gardner. “Thinking about the sustainability story that Evolve has — we’ve made a meaningful commitment thinking long term. We are not there [yet], but part of what makes this brand great is that it’s a progressive, future-thinking brand.”

Evolve’s new look will extend to its bars and powders later this year; the latter products have been reformulated to match the nutritional content of the shakes. The bars will also undergo changes ahead of their reintroduction, though the company didn’t offer details.

For Pepsi, Evolve’s rebrand is another in a series of steps towards furthering its interests in plant-based protein. The soda giant inked a product development deal with Beyond Meat last year, while Health Warrior, acquired in 2018, markets its own range of powders and bars. Pepsi’s interest mirrors that of consumers: According to data from Mintel, 55% of Americans are trying to add more plant-based food to their diet.

“When you think about the portfolio we are building here, it really shows Pepsi’s commitment to functional and performance nutrition for consumers,” Gardner said. “We are building a brand portfolio that speaks to a variety of many different types of consumers and needs, and Evolve is so proud to carve out the lane for plant-based and deliver on the needs of that active wellness seeker.”