Flexing for Longevity: Abbott Redefines Aging with Smart Protein

ABBOTT PARK, IL – December 04, 2025 – In a significant move that underscores a growing shift in wellness culture, global healthcare leader Abbott has launched two new protein shakes under its Ensure brand, directly targeting what many experts now consider a new, critical metric for healthy aging: muscle health. The initiative, supported by former NFL MVP Matt Ryan, aims to move the conversation beyond simple fitness and into the realm of long-term vitality, leveraging targeted nutrition and data-driven insights.

The launch of Ensure Max Protein 42g and Ensure Max Protein 2 in 1 Muscle Support signals a strategic pivot toward proactive health management, recognizing that the quality of one's later years is intrinsically linked to the strength and resilience of their muscles.

The New 'Muscle Economy' of Wellness

For decades, the narrative around aging has been dominated by managing decline. Today, a new paradigm is emerging, one that champions proactive preservation and strength building. At the center of this shift is muscle mass, increasingly viewed by scientists and consumers alike as the "currency of longevity."

The science is compelling. After age 40, adults can lose up to 8% of their muscle mass per decade in a process known as sarcopenia. This age-related decline is not merely cosmetic; it is a primary driver of reduced mobility, increased risk of falls, and a general loss of independence. Factors such as inactivity and insufficient protein intake can accelerate this process significantly.

"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. "These new Ensure Max Protein shakes provide a step-level approach – with formulations that meet people where they are in their physical health to address real nutrition needs—and help prioritize muscle health."

This growing awareness has ignited the adult nutrition market. The global protein supplements sector, valued at over US$50 billion in 2025, is projected to grow at a compound annual growth rate of 8.7% through 2032. Abbott's latest launch is a calculated entry into this booming "muscle economy," offering specialized solutions in a market crowded with general-purpose products.

A Two-Pronged Strategy for Strength

Recognizing that "muscle health" is not a one-size-fits-all concept, Abbott has developed a two-pronged product strategy. The new shakes are meticulously formulated to meet the distinct needs of two key demographics: highly active adults and older adults focused on preservation.

For the growing number of adults over 40 embracing strength training, a category that includes former quarterback Matt Ryan, the company introduced Ensure Max Protein 42g. Research indicates that physically active individuals may require up to double the protein intake of their sedentary peers—as much as 1.2 to 2.0 grams per kilogram of body weight—to effectively build and repair muscle tissue. This new shake is designed to meet that demand head-on, delivering 42 grams of complete protein, alongside 23 essential vitamins and minerals and key electrolytes to support muscle function.

The partnership with Matt Ryan is a strategic move to lend authenticity and aspiration to this message. "Your next chapter isn't about slowing down—it's about shifting gears," Ryan stated in the announcement. "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."

For older adults, the challenge shifts from building to preserving. To address this, Abbott launched Ensure Max Protein 2 in 1 Muscle Support. This formulation contains 30 grams of high-quality protein and 1.5g of CaHMB (beta-hydroxy-beta-methylbutyrate), a metabolite of the amino acid leucine. HMB has an anti-catabolic effect, meaning it helps slow the body's natural breakdown of muscle tissue.

"HMB research spans more than 25 years and data suggests it can play a role in supporting muscle health," noted Bridget Cassady, PhD, RDN, LD, a senior manager of adult nutrition at Abbott. "By combining HMB and high-quality protein in Ensure Max Protein 2 in 1 Muscle Support, we're offering consumers a way to preserve muscle health with HMB and build muscle tissue with protein."

Beyond the Gym: Protein's Link to Metabolic Health

Perhaps the most innovative aspect of Abbott's announcement is the expansion of protein's role beyond the musculoskeletal system and into metabolic health. The company revealed new findings from its Lingo biowearable, a continuous glucose monitor (CGM) that provides users with real-time health insights.

Analysis of data from over 9,500 Lingo users suggests a compelling link between protein consumption and blood sugar stability. According to the findings, presented at the recent Obesity Week conference, users had 15% lower odds of experiencing elevated glucose levels on days they consumed a protein shake.

This "real-world data" taps into a growing body of scientific evidence suggesting protein can be a powerful tool for glycemic control. Protein slows digestion, which helps prevent the rapid blood sugar spikes that can follow a carbohydrate-heavy meal. Certain proteins also stimulate the release of hormones, like insulin, that help manage glucose. While protein shakes are not a treatment for diabetes, this connection highlights a significant ancillary benefit of prioritizing protein intake, transforming it from a fitness supplement into a tool for holistic wellness. This intersection of nutrition science and wearable technology represents a frontier in personalized health, empowering consumers to see the immediate metabolic impact of their dietary choices.

Strategic Launch and Market Positioning

To maximize impact, Abbott has opted for a strategic, phased rollout. Both new Ensure Max Protein shakes are launching exclusively at Walmart and Walmart.com, where they will remain until March 2026. This partnership provides immediate access to one of the world's largest consumer bases, effectively reaching the core demographics of active and aging adults.

This exclusivity period gives Abbott a temporary but powerful advantage in a competitive market, allowing the brand to establish a strong foothold and gather consumer data before expanding distribution to other major retailers in April 2026. The move reflects a sophisticated understanding of retail dynamics and supply chain management in a major product launch.

By combining targeted scientific formulations, a high-profile celebrity endorsement, and data-driven insights from its own technology, Abbott is not just selling a product. It is championing a movement that positions muscle as a cornerstone of a long, healthy, and active life, backed by accessible nutritional solutions.