maker of brand MaxiNutrition, is launching two new products – MaxiNutrition Protein Bar and MaxiNutrition Cyclone Milk – into the fastest growing impulse lines of the sector.Currently valued at more than £300m1, the sports nutrition category represents a sales opportunity for retailers who can capitalise on its growing popularity with consumers.
If its current growth rate continues, the category will jump five places in the next two years to become the seventh biggest wellness category.
The market growth is being driven by impulse lines; value sales of ready-to-drink and bars jumped +305% and +36% respective versus a year ago.
Rachel Deans, Marketing Director, GSK Consumer Healthcare said:
“There is a massive opportunity to be unlocked by savvy retailers.
“Consumers are increasingly time poor and they are looking for healthy on the go options that deliver real health benefits.
“Protein-based products like MaxiNutrition’s range of ready to drink milk products and protein bars absolutely deliver on this need.
“Even more critical to retailers is the fact that consumers are willing to pay more for these convenient formats.
“Protein is vital to a healthy lifestyle and we’ve seen the sports nutrition market explode in the US – a staggering 37% of the population use protein products versus only 17% currently in the UK, but we are starting to catch up.”
In a world first, the maker of MaxiNutrition is launching a ready-to-drink creatine milk product MaxiNutrion Cyclone Milk.
Until now creatine monohydrate – a widely established ingredient which allows users to enhance strength and power – has been difficult to stabilise, but MaxiNutrition Cyclone Milk has overcome the obstacles and now offers a convenient ready-to-drink solution in two flavours, chocolate and strawberry.
Available from the beginning of June, each 330ml bottle will provide consumers with 30g of protein and 3g of creatine to aid muscle growth and recovery.
The MaxiNutrition Protein Bar is being launched in chocolate caramel and summer fruit flavours.
Each 45g bar offers consumers 10g of protein in an easy to consume on the go format – a convenient ‘healthier’ snacking option without compromising on taste.
Both the milk drinks and bars are designed to appeal as mid-morning or mid-afternoon snack gap fillers and should therefore be stocked in chillers (drinks) and in the snacking aisle (bars).
The launches will benefit from PR support, heavyweight digital (20 second lifestyle ads to be seeded across digital and social channels), in-store sampling and POS.
