Illinois, U.S. – December 6, 2025 — Abbott Laboratories (NYSE: ABT), a global leader in science-based nutrition, today announced the launch of two new protein shakes under its Ensure Max Protein line — Ensure Max Protein 42g and Ensure Max Protein 2-in-1 Muscle Support — targeting adults focused on building and preserving muscle health. The move comes amid increasing awareness of the importance of muscle mass, strength, and overall wellness, especially among adults over 40.
Why This Launch Matters — Meeting Critical Nutritional and Lifestyle Needs
As people age or lead active lives, maintaining sufficient protein intake becomes essential to support muscle maintenance, recovery and long-term health. According to Abbott, after the age of 40, individuals can lose up to 8% of muscle mass per decade — a trend that can accelerate with inadequate nutrition, weight loss, or inactivity.
Abbott Laboratories is betting on muscle health emerging as a new metric for healthy aging, and these new shakes aim to address that need with scientifically formulated nutrition solutions. “Muscle and protein play a key role in maintaining our strength, mobility and health as we age,” said Dominique R. Williams, MD, MPH, Medical Director at Abbott.
To amplify awareness around this shift, Abbott has roped in former professional quarterback and MVP Matt Ryan, who will partner with the company in a campaign promoting muscle health and wellness across adult age groups.
Product Line-Up: Tailored Solutions for Different Needs
Ensure Max Protein 42g — For Active Adults and Fitness Enthusiasts
Designed for physically active individuals — whether strength training, yoga, cycling or endurance activities — Ensure Max Protein 42g delivers a powerful nutritional profile:
- 42 grams of complete, high-quality protein (including all nine essential amino acids) per serving
- 23 essential vitamins and minerals
- Two key electrolytes to support muscle function
- Only 2 grams of sugar and 220 calories per serving
This formula supports muscle tissue building and recovery for adults engaging in resistance training or regular physical activity.
Ensure Max Protein 2-in-1 Muscle Support — For Adults Focused on Preserving Muscle with Age
Acknowledging that older adults often need more protein and targeted nutrition to preserve muscle mass, this variant combines high-quality protein with a bioactive ingredient:
- 30 grams of protein per serving (all essential amino acids included)
- 1.5 grams of CaHMB (beta-hydroxy-beta-methylbutyrate), a metabolite of the amino acid leucine, known for supporting muscle preservation and slowing muscle breakdown.
- 26 vitamins and minerals to fill nutritional gaps common in aging diets
Abbott underscores that combining HMB with high-quality protein offers a scientifically validated pathway for maintaining muscle health — especially important as muscle breakdown risk increases with age.
Health Benefits Beyond Muscle: Wellness, Metabolism, and Longevity
Abbott Laboratories indicates the benefits of these protein shakes extend beyond just building or preserving muscle. Emerging data from real-world usage shows that in over 9,500 users of Abbott’s Lingo continuous-glucose monitor, days when protein shakes were consumed correlated with 15% lower odds of elevated glucose levels — suggesting a potential role in metabolic health and long-term wellness. Abbott MediaRoom
Given the global demographic trend of aging populations and rising demand for nutrition that supports healthy aging and active lifestyles, Abbott expects Ensure Max Protein shakes to address a growing need — both among younger adults who are fitness-oriented and older adults prioritizing muscle maintenance, mobility, and overall health. abbott.com
Availability, Flavors & Access
At launch, the products are being positioned through major retail channels. Ensure Max Protein 42g is available in French Vanilla and Milk Chocolate flavours, while the 2-in-1 Muscle Support shake comes in Chocolate and Vanilla. Stock Titan+1
Initially, both variants will see exclusive availability at select retailers (e.g. Walmart in the U.S.) through March 2026, with plans for expanded distribution globally from April 2026 onward. Stock Titan
The Strategic Vision for Abbott Laboratories
For Abbott Laboratories, this product launch aligns with broader demographic and market trends: aging populations, increasing health-awareness, and rising demand for convenient, evidence-based nutrition solutions. Their Adult Nutrition portfolio — which includes the Ensure brand — generated $3 billion in sales in 2024, supported by a 9 % organic growth rate, reflecting strong consumer demand. abbott.com
With the new Ensure Max Protein shakes, Abbott strengthens its positioning as a leading provider of nutritional products tailored to muscle health, healthy aging, and performance. By combining clinical science, comprehensive nutrition, and accessibility, Abbott aims to meet needs across life stages — from fitness-focused adulthood to muscle-preservation in later years.
What This Means for Consumers, Health Professionals and Wellness Communities
- Adults (40+) focused on healthy aging: The Ensure Max Protein 2-in-1 Muscle Support offers a credible, science-backed option to counter muscle loss, preserve strength, and support mobility.
- Fitness enthusiasts and active adults: Ensure Max Protein 42g supports muscle growth, recovery, and nutrition needs for those engaging in resistance training or regular physical activity.
- Healthcare and wellness professionals: The formulations are based on evidence — high-quality protein, essential amino acids, and HMB — enabling nutritionists, clinicians, and dietitians to recommend them as part of comprehensive muscle health strategies.
- Retailers and global markets: With planned rollout beyond the U.S., there is potential for widespread international adoption, especially in markets with aging populations or growing interest in muscle health and wellness.
About Abbott Laboratories
Abbott Laboratories is a global healthcare company committed to improving health and quality of life through science-based nutrition, diagnostics, medical devices, and branded generic medicines. With over a century of innovation, Abbott supports health across life stages — from early childhood to aging populations — and reaches millions worldwide through its diverse portfolio and global footprint. Abbott MediaRoom
Through the Ensure brand and now the enhanced Ensure Max Protein line, Abbott continues to translate scientific research into accessible nutritional solutions — supporting strength, health, and wellness for active adults and older populations around the world.
About Ixoraly
Ixoraly is a premier corporate-news distribution platform that specializes in broadcasting key business, investment, and strategic-partnership announcements globally. We help organisations articulate their milestones — acquisitions, expansions, partnerships — in clear, SEO-optimized, audience-ready formats. With a global footprint and deep media networks, Ixoraly ensures maximum visibility for corporate announcements among investors, stakeholders, media, and global audiences.
