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Protein Is Our Family Business

Jan 8, 2021 by Allie Baker

At ALTWELL we believe wellness connects us, and we’re creating a community built on balance, health, and happiness. You are all a part of our family, so we want you to get to know us a little better.

Wellness and innovation are close to home for ALTWELL. The Picketts have been in the health, food, and beverage industry for four generations. The family is known for creating and building the Muscle Milk brand of protein products. After founding the start-up in 1997, they successfully grew it into a global brand that has been recognized as Beverage of the Year (2008), Best of the Small Companies Under 1 B (2009), Packaging of the Year (2009), and Most Innovative Brand (2013).

The Picketts at Cyto HQ

“We weren’t the first in the protein space. There were several large and established brands that made up an established category,” says ALTWELL co-founder Nikki Brown, who launched Muscle Milk alongside her father and brother. “My dad, as head of product development and our lead formulator, was driven by taste and quality. It ended up being what really set us apart. We became known for making protein taste great.”

After selling the brand in 2014 and launching a flavor business in 2015, the Picketts put their protein expertise, passion for wellness, and unparalleled devotion to product excellence into their next family venture, ALTWELL. They poured everything they had learned about protein over decades into creating the most delicious, nutrient-packed CBD protein.

“Taste and quality were at the center of what we were aiming for,” Brown says. “We went through multiple iterations to find the best flavor profile, and we feel great about where we landed.”

The result: ALTWELL’s Plant-Based Protein Powder. In one serving, this delicious protein, which comes in chocolate and vanilla flavors, delivers 20mg of broad spectrum CBD to promote calm and balance, plus 20g of clean, plant-based protein to replenish your body.

Protein shake in blender

Try the protein here.

Another lesson the Pickett family always returns to: It all starts with YOU! “We’ve always had a very close connection with our consumer. In our previous life, we listened, and they helped us create products and new flavors.” Brown says. “That close connection is also at the heart of what we do at ALTWELL.”

You inspire our innovation, and we can’t wait to share what we’ve been working on for you for 2021!