Applied Nutrition and UFC’s Paddy “The Baddy” Pimblett pack punch with berry-flavored pre-workout

09 Jan 2023 --- Sports nutrition manufacturer Applied Nutrition has launched a berry-flavored variant of its All Black Everything (ABE) pre-workout powder named Baddy Berry. 

The rollout follows the company’s enlistment of UFC star Paddy “The Baddy” Pimblett as brand ambassador last year. Baddy Berry is the first new flavor pre-workout to be released in over a year.

The company states that demand for pre-workout products has increased globally in recent years. It also predicts that the trend will continue as the products become more mainstream and consumers continue to discover the benefits of supplements to increase motivation and maximize performance. 

“We want every ABE offering to meet the high standards of existing ABE products, so our team has taken its time, working with Paddy on flavors he likes,” says Steve Granite, chief operating officer at Applied Nutrition. “ABE plays a vital role in millions of people’s workout routines every day and we know great taste plays a big part in which pre-workout they choose.”The company says the flavor but not the formula has changed for Baddy Berry.

“That’s a big responsibility for us, but we think we’ve nailed it.”

The company states it will also launch a specially formulated version of the “Baddy Berry” flavor tailored for the US market. 

Getting “The Baddy” boost
The company’s ABE pre-workout launched in 2016 and has gone on to become one of the best-selling pre-workouts in the UK in the years since. The new flavor blends raspberry and strawberry flavors for a “fresh fruit taste.” 

The ABE formula, however, remains unchanged and contains the same nutrients in the same amounts as classic ABE pre-workout powder. The company states that it uses a blend of creatine, caffeine, taurine, citrulline malate, theacrine, creatine monohydrate, beta-alanine and vitamins B3 and B12.

Taurine has been found to aid in healthy aging and to reduce inflammation in people aged 55 to 70, according to a preliminary study conducted last year. Moreover, a recent study conducted on caffeine consumption linked consumption with improved health outcomes, though some experts remained skeptical of the findings.Consumer demand for pre-workout products is increasing, according to Applied Nutrition.

Additionally, studies show that beta-alanine is crucial for muscle repair, maintenance and brain function. Furthermore, a separate study found that vitamin B12 plays essential roles in energy levels and focus,  brain health, the proper functioning of the nervous system and immunity.

Increased offerings
The company further states that, as with new flavors, consumers are frequently seeking out new and varied supplement formats. 

To meet the demand, the company has released ABE in energy gel, shots and carbonated drink formats. 

Applied Nutrition recently launched an RTD, sugar-free electrolyte sports water drink in three flavors with less than five calories per serving. The new product, Body Fuel, also featured Pimblett as a brand ambassador.

Edited by William Bradford Nichols

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