Abbott Launches New Protein Shakes Targeting Age-Related Muscle Loss
For many adults over 40, the silent decline of muscle mass happens gradually, almost imperceptibly — until it doesn’t. Now healthcare giant Abbott is muscling into this space with two new specialized protein shakes designed to address what many health experts call an overlooked aspect of aging.
The company announced the launch of Ensure Max Protein 42g, formulated for physically active adults, and Ensure Max Protein 2 in 1 Muscle Support, specifically targeting older adults concerned about maintaining muscle mass. Both products aim to address the startling reality that after age 40, humans typically lose up to 8% of muscle mass per decade — a decline that accelerates with factors like poor nutrition and inactivity.
The Science Behind Muscle Loss
Why the focus on muscle health now? The aging of America is one factor, but so is growing research showing that muscle preservation requires more intentional effort than previously thought. “Most people don’t realize that after age 40, they can lose up to 8% of muscle mass per decade,” Abbott notes in their release. “Factors like low protein intake, rapid weight loss, and inactivity can accelerate this decline.”
Perhaps more surprising is the protein requirement for active adults. Research suggests that physically active adults may need up to twice as much protein as their sedentary counterparts to properly support muscle health — a fact that many fitness enthusiasts, even dedicated ones, might not realize.
Tailored Nutrition Approaches
The Ensure Max Protein 42g shake contains, as the name suggests, a substantial 42 grams of complete protein per bottle. But it’s not just about protein — each serving also delivers 23 essential vitamins and minerals, key electrolytes for muscle function, and manages to keep the sugar content down to just 2 grams while providing 220 calories, according to information shared by the company.
For older adults, the formulation takes a different approach. The Ensure Max Protein 2 in 1 Muscle Support contains 30 grams of protein but adds something most consumers have likely never heard of: 1.5 grams of CaHMB (beta-hydroxy-beta-methylbutyrate), a bioactive compound with over 25 years of research behind it.
“HMB research spans more than 25 years and data suggests it can play a role in supporting muscle health,” said Bridget Cassady, PhD, RDN, LD senior manager of adult nutrition at Abbott, who explained that this compound specifically helps slow the breakdown of muscle — a critical factor for aging adults.
Beyond Muscle: Potential Metabolic Benefits
Could these protein shakes offer benefits beyond muscle preservation? Abbott thinks so. New real-world data from more than 9,500 users of the company’s Lingo continuous glucose monitor revealed that on days when users consumed protein shakes, they had 15% lower odds of experiencing elevated glucose levels — suggesting a potential connection between protein consumption and better blood sugar management.
That’s a significant finding at a time when metabolic health concerns are growing across all adult age groups.
Star Power Behind Muscle Health
To help drive awareness, Abbott has partnered with former professional quarterback and MVP Matt Ryan. The football star’s involvement highlights how muscle health isn’t just for competitive athletes but remains crucial through life transitions.
“Your next chapter isn’t about slowing down—it’s about shifting gears,” Ryan stated. “For me, it’s a chance to focus on new goals, stay motivated, and keep pushing forward. The best plays aren’t always behind you; sometimes they’re the ones you make off the field.”
Will consumers embrace these specialized, higher-protein formulations? Abbott is betting that as awareness of age-related muscle loss grows, so too will the market for targeted nutritional solutions — especially those backed by substantial research and formulated for specific life stages. For aging adults concerned about maintaining not just longevity but quality of life, the muscle preservation message might be exactly the motivation they need to reach for that protein shake.
