GlaxoSmithKline (GSK) brand MaxiNutrition has launched what it claims is the world’s first high-protein milk drink containing 3g of liquid creatine.
Each 330ml ready-to-drink bottle of fat-free Cyclone Milk, available in strawberry and chocolate variations online and in UK stores since last week, contains 201 calories, 30g of protein and 3g of liquid creatine - an amino acid normally found in a powder format.
MaxiNutrition, which until late last year was known as MaxiMuscle, spent two years developing Cyclone Milk, during which time it conducted "extensive" research in an effort stabilize creatine in liquid using the “natural protective properties of whey and milk proteins.”
In line with the popularity of creatine with bodybuilders and athletes, MaxiNutrition drafted in Northampton Saints and England rugby player Courtney Lawes to front a campaign to promote Cyclone Milk.
Other existing high-protein milk drinks, such as CytoSport Monster Milk, contain creatine. But MaxiNutrition claims Cyclone Milk is the first to contain an optimum 3g dose.
“Studies show that the efficacious level of creatine is minimum 3g and MaxiNutrition Cyclone Milk in the world’s first creatine milk delivering 3g of creatine along with 30g protein for an explosive performance boost," Andrew Ibbotson, brand manager, MaxiNutrition, told DairyReporter.com.
Before or after?
Creatine is a naturally occurring amino acid made by the human body in the liver, kidneys, and pancreas. It converts into creatine phosphate or phosphocreatine and is stored in the muscles where it aids in replenishing Adensine triphosphate (ATP), which supplies energy for muscle contraction.
MaxiNutrition recommends that Cyclone Milk be used post-exercise "as it contains protein to support muscle growth and recovery."
It acknowledged that there is debate surrounding the timing of creatine consumption, but assured DairyReporter.com that post-exercise use would provide the same benefits.
“There are various schools of thought regarding the timing of creatine consumption," said Ibbotson.
"Cyclone Milk has been designed with 3g of creatine to support the replenishment of ATP following successive bursts of short-term intense exercise and to support muscle growth with 30g of protein – the perfect powerful combination to increase your strength and power.”
Creatine has traditionally been marketed by firms including MaxiNutrition in flavored powder form.
Cyclone Milk has, however, enabled MaxiNutrition to address taste "which to now has been a common complaint in terms of creatine consumption amongst our consumers.”
Despite the organoleptic advantage held by Cyclone Milk, MaxiNutrition insists that the product was not developed to take on existing powder offerings.
“MaxiNutrition Cyclone Milk is designed to become part of a consumer’s daily gym routine, it is not expected to replace the powders but compliment them as part of a consumer’s nutrition plan," said Ibbotson.