CytoSport

In 1998, the father-son team of Greg and Mike Pickett founded CytoSport. With a background in sports nutrition, they weren't just looking to compete; they were looking to create a new category. Their flagship product, Muscle Milk, did just that. Unlike typical protein supplements, it was formulated with fats and carbohydrates to be more of a complete nutritional shake, broadening its appeal beyond hardcore bodybuilders to a wider range of athletes and active consumers. The company’s strategy of creating a ready-to-drink protein beverage paid off, establishing a strong brand in the sports nutrition space. This growth and category-defining position caught the eye of a major strategic buyer. In 2014, Hormel Foods acquired CytoSport for approximately $450 million. At the time of the sale, the company's annual sales were approaching $370 million. The story didn't end there. After five years under Hormel's ownership, the business was sold again. In 2019, PepsiCo acquired CytoSport for $465 million, adding the protein brand to its portfolio alongside Gatorade. The journey from a family business to a two-time acquisition target showcases a classic playbook: find a niche, define a category, and build a brand that larger corporations want to own.