Met-Rx signs Brock Bowers to boost the performance profile of its protein bars

17 Nov 2023 --- US-based sports nutrition brand Met-Rx has signed an endorsement partnership with footballer Brock Bowers, Georgia Bulldogs’ tight end star, to demonstrate the nutrition-enhancing capabilities of its Big 100 bars. Popularized for its Big Nutrition and Big Satisfaction, the bars contain 30 g of protein and more than 17 vitamins and minerals.

Bowers has been eating the bars to speed up muscle recovery and boost his performance long before the endorsement deal. 

“Someone like Brock, who is juggling a jam-packed schedule of classes, practices, training and games — and still finds a way to take care of himself and give his all — is relatable and inspiring to so many people who are busy and have active lifestyles which often cause them to miss meals or turn to empty calorie snacks to get through their day,” Amie Testerman, VP, marketing and innovation at MET-Rx, 1440 Foods, tells Nutrition Insight.

“We’re impressed with the tenacity and determination Brock has shown through his efforts to prioritize his recovery and get back on the field, and proud that MET-Rx bars could play a part in his daily routine and career success story.”

Nutrition for peak fitness
Met-Rx is one of 1440 Foods’ wellness brands focusing on high-performance meal replacements supporting exercise recovery and providing crucial amino acids for muscle fuel. Bowers’ role with MET-Rx is mainly for promotional events centered on his second season with the Georgia Bulldogs. 

Testerman notes: “Brock is an inspiration to so many people today, not only for his extraordinary performance on the field, but also for his character and work ethic. He models good sportsmanship, and always goes the extra mile — pushing his limits in training, leading his team to game wins and juggling his jam-packed schedule of classes.” 

“Brock reaches for MetRx Big100 bars to fuel his busy life, and we’re proud to play a part in his daily routine and career success story.”

Earlier this year, 1440 Foods introduced two nostalgic flavors — brownie and caramel churro — to their Pure Protein lifestyle range of protein bars, ready-to-drink beverages and savory snacks.Met-Rx has signed an endorsement partnership with football star Brock Bowers.

“As an athlete, I understand the importance of proper nutrition to accelerate muscle recovery and achieve peak performance. Met-Rx is a brand athletes can depend on for an assist to power through a tough workout or recover after a big game,” says Brock Bowers, tight end for the Georgia Bulldogs.

“Met-Rx Big 100 Bars are already my go-to meal replacement bar for getting in my nutrition when schedules get hectic.”

Balancing work and sports life
A key focus area of the brand is how to cater to its consumer base’s lifestyle choices, which prioritizes healthy eating that is convenient and easy to grab when on the go. “As people’s lives get busier and the lines between our work lives and personal lives get blurred, it’s easy to miss a meal or turn to empty calorie snacks or fast food to get through the day,” says Testerman.

“Met-Rx bars have grown to become the best-selling high protein meal replacement bar on the market, not just for athletes but for everyday people seeking a high-protein, nutrient-rich, on-the-go option. We’ve also continued to drive growth and attract new consumers by innovating with on-trend flavors.”

Brock Bowers has garnered “legions of fans” for his strong character, inexhaustible work ethic and hunger to win. “Brock’s favorite Big 100 Bars are designed to offer power on demand, and we’re proud to fuel his unyielding performance and stamina both on and off the field,” she says.

Industry perspective
Innova Market Insights data suggests the sports nutrition category shows signs of being “stable but stagnant,” with an increasingly crowded protein selection indicating a need for innovation in the sports nutrition category. 

The market researcher recommends that new ingredient combinations be explored along with claims to drive differentiation and growth in this increasingly competitive space and improve brand loyalty beyond price point.

Brock’s role with Met-Rx includes promotional events, an upcoming joint philanthropic event and social media endorsement. Fans can expect to see new Bowers-inspired content from Met-Rx.

Meanwhile, a new survey by Prinova, a provider of customized premixes and blends, has uncovered diverse needs and goals among sports nutrition consumers in Europe. The research shows that people who exercise less often are more interested in weight management, immune health, taste and texture than those who work out daily.

By Inga de Jong