Consumers’ interest in wellness has seen sports and protein drink brands evolving beyond athlete-focused and embrace the concept of supporting everyday wellness.
Austin, Texas-based Nutrabolt, owner of C4, is shaking up the active nutrition landscape as it announced the rebrand of its C4 pre-workout powders, including new, innovative formulations; an updated look and feel of the product; and the We Hit Harder brand equity platform.
Muscle Milk, a brand of Purchase, N.Y-based PepsiCo, is flexing with its latest marketing campaign, a fully loaded athlete roster, and a new product: Muscle Milk Plant Protein shakes.
Optimum Nutrition (ON), part of Glanbia Performance Nutrition, introduced four new, limited-edition flavors across the brand’s Gold Standard 100% Whey and AMIN.O. ENERGY product lines.