Dive Brief:
- Sources tell the Wall Street Journal that popular protein drink Muscle Milk may soon be up for sale by the owners of CytoSport Inc., which includes the company's founding family and private-equity firm TSG Consumer Partners LLC.
- CytoSport is reportedly working with Credit Suisse Group bankers to locate a buyer for the brand, and as much as $500 million is being sought in the sale.
- Big pharmaceutical companies, food makers and other consumer product companies are said to be interested in the brand.
Dive Insight:
CytoSport partner TSG also owns a stake in such companies as Planet Fitness, Paige Denim and e.l.f. cosmetics, and it previously sold a 30% stake of Vitamin Water for $677 million. With Muscle Milk currently holding the No. 2 spot in the protein product category, it's not hard to see the CytoSport partners cashing in big on their most popular brand.