What’s shaking?

Research from Mintel suggests that as many as one in four Brits have consumed a sports nutrition product in the past three months, rising to 42% of men aged 16-24. And almost half (47%) say they use the products as part of their everyday diet.

Generation P from GSK, For Goodness Shakes and Mars Protein Powder are all primed to reach consumers new to the protein shake market this summer.

With figures like those illustrating the increasing appeal of protein shakes to everyday ‘lifestyle’ users, it’s little wonder producers are making the effort to develop brands that could help broaden the reach.

GSK, the maker of sports nutrition brand Maximuscle, is eyeing the female market with the introduction of Generation P, a range of tailor-made protein products it says are designed specifically for women turning to resistance-based exercise, in particular HIIT, as part of their training regime.

Craig Percival, nutrition category marketing director of Generation P, said: “The ‘strong not skinny’ trend has gained real traction in recent years, with resistance-based training routines and vigorous classes such as HIIT becoming ever-popular for female trainers. Yet through our research we found that many women were not buying sports nutrition products due to the complexity of the category.

“Generation P aims to demystify the category, opening up the market to females who are actively participating in sport and looking for products to help restore muscles after their workout.
“Generation P has performed extremely well during in-store trials and we feel confident that retailers will want to capitalise on the range’s initial success, therefore we would encourage them to place orders now and stock up to make the most of the launch.”

• RTD protein shake brand For Goodness Shakes has partnered with outdoor footwear brand Merrell, to support obstacle event series Tough Mudder.
Together the two brands are running on-pack promotions across all For Goodness Shakes products until October.

Managing director, For Goodness Shakes, Alex Brooks, said: “Tough Mudder is the biggest sponsorship in our category this year and we’re excited to build our brand awareness even further this year with our friends at Merrell shoes. They are a perfect fit for us to sit alongside our most involved, most far-reaching experiential partnership ever.”

• Following the launch of Mars, Snickers and Bounty Protein Bars, Mars Chocolate Drinks and Treats has extended its protein product range with the introduction of Mars Protein Powder.
The new powder, which the makers say has the taste of Mars, has 24g of protein and 5.4g of BCAA’s per serving.

Michelle Frost, general manager for Mars Chocolate Drinks and Treats, said: “Consumer interest has been extremely positive, and as the first major confectionery brand to offer protein product alternatives in the UK, we find we are increasingly appealing to these lifestyle users. These are buyers who know and trust the brands, and demonstrate little loyalty to the more specialised brands that operate in this market.
“The introduction of Mars Protein Powder is a natural extension to our range, and complements the existing line of protein bars for the growing number of protein consumers who use both.”