Since its inception, Muscle Milk had forever been associated with meatheads, bulk-builders, and super male gym rats. But what’s interesting is that women were accounting for a large and growing portion of their consumer set. Not so surprising because, newsflash, women have muscles that need building and re-building too. So with the masterful Dave Laden at the helm, we flew to Cape Town and launched the brand’s first ever female-focused initiative, positioning its products as the perfect tool For Women With Muscles.