Protein brand Kinetica has introduced a “striking” new packaging design for its Milkprotein range of high-protein ready-to-drink (RTD) shakes, as it seeks to reposition itself towards a new base of consumers within the sports nutrition and convenience retail sectors.
The new design places a greater emphasis on the brand’s core protein message while reinforcing natural credentials such as its flavour, Kinetica said. The new look will be applied across the brand’s strawberry, banana and vanilla-caramel flavours in 330ml bottle format. Each serving delivers 27g of protein and 170 calories.
Kinetica Sports UK business manager Paul Donegan said: “The relaunch comes at a time when protein is out-growing both the core grocery market as well as relevant categories such as cereal bars and flavoured milk. This provides lucrative opportunities for retailers, to use protein as a source of competitive advantage.
“While our core sports nutrition market remains an important area of focus, other consumer groups such as women, lifestyle and health conscious consumers are increasingly relevant. Protein is beginning to challenge more traditional convenience purchases, as consumers become increasingly knowledgeable about its benefits around aiding recovery and replenishment.
“Our focus research demonstrated that RTD protein shakes are no longer seen as the domain of the ‘muscle body builders/bulkers’ but a ‘must have’ in the sports bag – a ritualistic part of post exercise rehabilitation.”
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