Build, burn, recover
THE MOTTO at CytoSport Inc.,
the creators and distributors of
Muscle Milk, is “Driven by
Science—Inspired by Performance.” It’s a tagline you
might associate with Porsche,
Ferrari or Maserati, not a
company that makes nutritional products.
Whatever association comes
to mind, CytoSport founder, president and CEO Greg Pickett is proud that
Muscle Milk keeps customers running like a
finely tuned machine.
“Sure, we have nationally recognized athletes like the Minnesota Vikings’ 2007 Rookie
of the Year Adrian Peterson [pictured above
drinking Muscle Milk] or two-time Ironman
champion Chrissie Wellington who use the
product,” Pickett says. “But we also have more
everyday people like you and me who use
Muscle Milk to balance and complete
their daily diet.”
Muscle Milk Ready-to-Drink
is a protein supplement muscle
formula made from whey- and
milk-based proteins designed to
promote efficient fat burning,
lean muscle growth and fast
recovery from exercise. Muscle
Milk Light Ready-to-Drink, which
Costco carries, is lower in calories than
regular Muscle Milk.
The Connection recently caught up with
Pickett to find out more about Muscle Milk.
Here’s what he said.
The Costco Connection: How and when
did the idea for Muscle Milk come about?
Greg Pickett: We had been in the powdered protein business for a couple of years.
Like everyone else, we were selling a lot of
whey-based proteins. I became aware of some
Health advice for geezers
AS THE WRITER of a health column for
seniors, one thing is clear to Fred Cicetti:
He’ll never run out of topics to cover.
When asked what subjects he has discussed in his column, “The Healthy Geezer”
www.healthygeezer.com), Costco member
Cicetti responds, “Shingles, whether grandparents get more colds, sleep, balance, exercise, taking medication, hearing, urinary
incontinence, skin growth, Alzheimer’s,
arthritis ... tell me when to stop.”
Cicetti, a self-described geezer at 67, is a
former newspaper reporter who started
writing the weekly column four years ago. It
now appears in 60 newspapers, magazines
and Web sites around the world, providing
helpful health information for the
growing number of baby boomers
reaching their senior years.
“One thing I discovered early on
is that, aside from pediatric issues,
almost any health issue you can think
of affects older people more because our
bodies aren’t able to deal with certain things,”
says Cicetti, of Leonia, New Jersey. “We’re
The bulk of the subjects Cicetti covers
come from reader requests. Others stem
from things he, his family and friends have
faced. He taps information from established
academies, the National Institutes of Health
and major clinics—all sound, established
interesting studies that were being done in
Europe using a combination of milk-based
protein, which includes caseins [nutritive
milk proteins that contain all of the common
amino acids and are rich in the essential
ones] as well as whey. There’s growing evidence that good nutrition is really about
completeness and balance. So we actually got
the inspiration from nature. That’s what we
set out to do and achieve with Muscle Milk
protein powder. We then launched the Ready-to-Drink version in 2005, making Muscle
Milk the first real player in the protein-enhanced beverage category.
PHOTO BY: PATRICK NICHOLS
CC: Why is it important for people to
consider a supplement such as Muscle Milk?
GP: Muscle Milk is a protein shake, and
we do know that protein is a critical component of one’s diet. The [U.S. Department of
Agriculture] report on the dietary guidelines
for Americans states that 10 percent to 35 percent of daily calories should come from protein. Active individuals require protein so they
can maintain muscle mass and recover from
exercise, sports or activities. Classic forms of
dietary protein—meat, eggs, dairy—often
contain amounts of fats and carbohydrates
that some individuals are trying to reduce or
The Costco Connection
Chocolate-flavor Muscle Milk Light is
available in a 24-pack at Costco.
“First, you have
to maintain a
“ If you can stay buoyant
a nd have a positive outlook, it
attitude,” he offers.
does remarkable things for your body.”
For Cicetti, writing the column is medicine in itself. “It’s gratifying to be able to give
people information that’s useful to them and
helps them deal with being a geezer,” he says.
“Being a geezer myself, I know exactly where
they are coming from.”—Tim Talevich