Muscles, the New Flex: Abbott Launches Two New Ensure® Max Protein Shakes to Tap into Growing Muscle Health Movement

Rhea-AI Summary

Abbott (NYSE: ABT) on Dec. 4, 2025 launched two Ensure Max Protein shakes aimed at muscle health: Ensure Max Protein 42g for active adults (42 g protein, 23 vitamins/minerals, 2 electrolytes, 2 g sugar, 220 calories) and Ensure Max Protein 2 in 1 Muscle Support for older adults (30 g protein, 1.5 g CaHMB, 26 vitamins/minerals). Abbott cited muscle loss after age 40 and described HMB research spanning 25+ years. Real-world data from >9,500 users of Abbott's Lingo continuous glucose monitor found 15% lower odds of elevated glucose on days users consumed protein shakes. The products are exclusive at Walmart through March 2026, with wider retail distribution beginning April 2026.

Positive

• Ensure Max Protein 42g contains 42 g complete protein per bottle
• Ensure Max Protein 2 in 1 contains 30 g protein and 1.5 g CaHMB
• Lingo real-world data from >9,500 users showed 15% lower odds of elevated glucose on protein-shake days
• Exclusive Walmart distribution through March 2026, expanding to major retailers in April 2026

Negative

• None.

Key Figures

Ensure Max Protein 42g 42 grams protein Per bottle for active adults

Vitamins & minerals 23 vitamins and minerals Ensure Max Protein 42g formulation

Electrolytes 2 key electrolytes Supports muscle function in 42g shake

Muscle Support protein 30 grams protein 2 in 1 Muscle Support shake for older adults

CaHMB dose 1.5g CaHMB 2 in 1 Muscle Support formulation

Age-related muscle loss Up to 8% per decade Estimated muscle mass loss after age 40

Glucose benefit 15% lower odds Odds of elevated glucose on days with protein shakes

Sample size More than 9,500 users Lingo continuous glucose monitor data set

Market Reality Check

$125.31 Last Close

Volume Volume 3.7M is about 44% below the 20-day average of 6.6M, indicating muted trading ahead of this news. low

Technical Trading about 4% below its 200-day MA of $130.96, at $125.31 and 11.3% below its 52-week high.

Peers on Argus 1 Down

Pre-news, ABT was down 0.82% with low volume, while key medtech peers like BSX, SYK, MDT, and EW also showed modest declines and SNN was slightly higher. Only PHG appeared on the momentum scanner, down ~5.5%, suggesting stock- and headline-specific dynamics rather than a broad sector rotation.

Common Catalyst Same-day peer headlines center on strategy and leadership (EW investor conference, SYK COO appointment), not consumer nutrition launches.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Nov 20	Large acquisition	Positive	-1.7%	Announced ~$21B Exact Sciences deal with expected revenue and margin accretion.
Nov 04	Brand partnership	Positive	+1.6%	HeartMates community featured in Hallmark holiday film, boosting brand visibility.
Oct 15	Earnings results	Positive	-2.9%	3Q25 beat with 6.9% sales growth and reaffirmed full-year guidance.
Sep 24	Earnings scheduling	Neutral	-1.5%	Set date and time for 3Q25 earnings call and webcast access.
Sep 19	Dividend declaration	Positive	+1.1%	Declared 59¢ dividend, marking 407th consecutive payment and 53 years of increases.

Pattern Detected

Over the last five news events, ABT has shown more divergences than alignments, including negative reactions to an accretive acquisition and solid quarterly results, indicating that positive or neutral headlines have not consistently translated into short-term gains.

Recent Company History

In the past few months, Abbott announced a planned $21B acquisition of Exact Sciences with expected accretion, reported solid 3Q25 results with $11.37B sales and reaffirmed guidance, and maintained its long dividend record with its 407th consecutive payout. It also advanced brand-building initiatives like the HeartMates Hallmark movie. Today’s Ensure Max Protein expansion adds another consumer-facing growth action alongside these larger-scale strategic and financial developments.

Regulatory & Risk Context

Short Interest

1.02%

0% 15% 30%+

low

Short interest around 1.02% of float with 3.94 days to cover indicates limited short-side crowding, suggesting this type of consumer product news is unlikely to trigger outsized short-covering dynamics by itself.

Market Pulse Summary

This announcement expands Abbott’s Ensure Max Protein line with a 42g high-protein shake for active adults and a 30g protein plus 1.5g CaHMB option aimed at preserving muscle in older adults. Real-world data from more than 9,500 Lingo users link protein shakes to a 15% reduction in odds of elevated glucose. In context of recent acquisitions and steady earnings, this underscores Abbott’s push to pair consumer nutrition brands with measurable health insights.

Key Terms

CaHMB medical

"this shake has 30 grams of protein and 1.5g of CaHMB (beta-hydroxy-beta-methylbutyrate)"

"Cahmb" is a term used to describe a sudden and sharp change in the value of a financial asset or market, similar to a rapid spike or drop in price. It matters to investors because these quick movements can signal shifts in market sentiment or emerging risks, impacting investment decisions. Recognizing cahmbs helps investors understand when markets are experiencing volatility and adjust their strategies accordingly.

HMB medical

"They can also benefit from HMB (beta-hydroxy-beta-methylbutyrate) which can help to slow"

HMB, or beta-hydroxy-beta-methylbutyrate, is a supplement often used to support muscle health and recovery. It functions as a building block for muscle tissue, helping to reduce muscle breakdown and promote strength. For investors, the significance of HMB lies in its growing popularity within health and wellness markets, indicating potential opportunities in the supplement industry.

AI-generated analysis. Not financial advice.

• Aging, nutrition and lifestyle affect muscles, especially after age 40. That's why Matt Ryan, former professional quarterback and MVP, is teaming up with Abbott to drive muscle health awareness with two new Ensure Max Protein shakes
• Ensure Max Protein 42g: For physically active adults, this new shake delivers 42 grams of complete protein to help build muscle tissue alongside resistance training with 23 vitamins and minerals and two key electrolytes to support muscle function
• Ensure Max Protein 2 in 1 Muscle Support: For older adults who need help maintaining muscle as they age, this shake has 30 grams of protein and 1.5g of CaHMB (beta-hydroxy-beta-methylbutyrate) to help slow the breakdown of muscleⁱ
• New data also shows the benefit of protein on stabilizing glucose levels to support long-term wellness goals

ABBOTT PARK, Ill., Dec. 4, 2025 /PRNewswire/ -- With America's growing focus on wellness and the quality of your years, muscle is emerging as a new metric for aging. That's why Abbott (NYSE: ABT), a global leader in science-based nutrition, today announced two new shakes designed to support muscle health and nutrition goals as part of the Ensure Max Protein line: Ensure Max Protein 42g and Ensure Max Protein 2 in 1 Muscle Support.

Most people don't realize that after age 40, they can lose up to 8% of muscle mass per decade.ⁱⁱ Factors like low protein intake, rapid weight loss, and inactivity can accelerate this decline.

"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."

Inspiring adults to take charge of their muscle health is former MVP and pro quarterback Matt Ryan, who knows that strength isn't just for game day—it's for every day. Together, Abbott and Ryan are encouraging adults to prioritize muscle health and set bold goals.

"Your next chapter isn't about slowing down—it's about shifting gears," said Ryan. "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."

Ensure Max Protein 42g Protein Shake: For Active Adults
Whether lifting weights, hitting the spin bike, flowing through yoga, or rowing for endurance—more adults over 40 are embracing strength training.  Research shows that physically active adults may need up to twice as much protein as sedentary individuals to support muscle health.^iii,iv

Ensure Max Protein 42g is designed for active adults pushing their limits. Each bottle offers:

• 42 grams of complete protein
• 23 essential vitamins and minerals to fill nutrition gaps
• 2 key electrolytes to support muscle function
• 2 grams of sugar and 220 calories

Ensure Max Protein 2 in 1 Muscle Support Shake: For Adults Focused on Preserving Muscle
Older adults may need up to 38% more protein than the recommended daily allowance to help preserve muscle.^v They can also benefit from HMB (beta-hydroxy-beta-methylbutyrate) which can help to slow muscle breakdown. HMB is produced when the body breaks down leucine, an essential amino acid found in protein-rich foods.^vi

Ensure Max Protein 2 in 1 Muscle Support is scientifically formulated with:

• 30g of high-quality protein to support muscle health
• 1.5g of CaHMB to help slow the breakdown of muscle^vii
• 26 vitamins and minerals to fill nutrition gaps

"HMB research spans more than 25 years and data suggests it can play a role in supporting muscle health,^viii" said Bridget Cassady, PhD, RDN, LD 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^ix with protein. After all, muscles are the currency of longevity."

Nutrition supports more than just muscle health—it impacts how our bodies function every day. While protein is essential for maintaining and building muscle, emerging research shows it can also influence other aspects of health, like blood sugar management. This connection underscores why prioritizing protein isn't just about muscle—it's about supporting overall wellness and longevity.

New Data on the Benefits of Protein on Glucose Levels
The benefits of protein go beyond muscle health. New real-world findings suggest that a simple nutritional tweak of adding a protein shake could help support blood sugar goals.

Data from more than 9,500 users of Abbott's Lingo continuous glucose monitor, a biowearable that combines continuous glucose monitoring with behavioral insights, found that on days when users consumed protein shakes, they had 15% lower odds of elevated glucose levels.^x

Exclusively Available at Walmart Now
Ensure Max Protein 42g is available in French Vanilla and Milk Chocolate and Ensure Max Protein 2 in 1 Muscle Support is available in Chocolate and Vanilla. Consumers can find both products exclusively at Walmart and Walmart.com through March 2026, with expanded distribution to major retailers beginning April 2026.

To learn more, visit Ensure.com and follow @Ensure on Instagram and Facebook.

About Abbott:
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutrition and branded generic medicines. Our 114,000 colleagues serve people in more than 160 countries.

Connect with us at www.abbott.com and on LinkedIn, Facebook, Instagram, X and YouTube.

i	3 grams of HMB has been shown to support muscle health. Two servings of Ensure Max Protein 2 in 1 Muscle Support contains 3 grams of CaHMB.
ii	Janssen I, et al. J Appl Physiol. 2000;89(1):81–8.
iii	Deutz NE, et al. Clin Nutr. 2014;33(6):929–36.
iv	Jäger R, et al. J Int Soc Sports Nutr. 2017;14:20.
v	Campbell WW, et al. J Gerontol A Biol Sci Med Sci. 2023;78(1):67–72.
vi	Holeček, M. J Cachexia Sarcopenia Muscle. 2017;8(4):529–41.
vii	3 grams of HMB has been shown to support muscle health. Two servings of Ensure Max Protein 2 in 1 Muscle Support contains 3 grams of CaHMB.
viii	Rathmacher, JA. J Int Soc Sports Nutr. 2025;22(1):2434734.
ix	When used in conjunction with resistance training
x	McKenzie AL, Wilk A, Sharn AR, Williams DR. Protein supplement consumption is associated with less glycemic exposure in real-world data. Presented at Obesity Week, November 5, 2025; Atlanta, GA.

 

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SOURCE Abbott

FAQ

What are the protein amounts in Abbott's new Ensure Max Protein shakes (ABT)?

Ensure Max Protein 42g delivers 42 g of protein per bottle; Ensure Max Protein 2 in 1 Muscle Support delivers 30 g plus 1.5 g CaHMB.

When did Abbott (ABT) announce the Ensure Max Protein launches and when will they be widely available?

Abbott announced the launches on Dec. 4, 2025; products are exclusive at Walmart through March 2026 with expanded retail distribution starting April 2026.

What does the Lingo data cited by Abbott say about protein shakes and glucose for ABT products?

Abbott reported real-world Lingo data from more than 9,500 users showing 15% lower odds of elevated glucose on days users consumed protein shakes.

Which flavors are available for the new Ensure Max Protein 42g and 2 in 1 Muscle Support (ABT)?

Ensure Max Protein 42g is offered in French Vanilla and Milk Chocolate; 2 in 1 Muscle Support is offered in Chocolate and Vanilla.

Who are the target consumers for each Ensure Max Protein product from Abbott (ABT)?

Ensure Max Protein 42g targets physically active adults; Ensure Max Protein 2 in 1 Muscle Support targets older adults focused on preserving muscle.

How does Abbott position HMB in the Ensure Max Protein 2 in 1 (ABT)?

Abbott positions 1.5 g CaHMB in the 2 in 1 formula as an ingredient that can help slow muscle breakdown based on 25+ years of research.