NB Pure taps into naturality and protein cross-section with clean label RTM powder launch

23 Sep 2021 --- Supplement company NB Pure is launching a plant-based protein powder containing pre- and probiotics with wellness author and influencer, Andrea Hannemann, otherwise known online as Earthy Andy. 

The new product, made from a digestive enzyme blend, North American pea protein, chia seed and natural vanilla flavoring, targets exercising, clean label consumers. 

“Plant protein offers many benefits, from recovery after exercise- to pre and probiotics for a healthy gut, healthy skin and more energy. Plus, it’s delicious in hundreds of vegan recipes, from breakfast smoothies to healthy desserts,” says NB Pure.

The company recommends mixing one scoop of the powder with 8 to 10 oz. of water or a favorite beverage, then thoroughly mixing it in a shaker or blender for 30 seconds. 

Vegan power?
Ready-to-mix powders are growing in popularity in the US. Innova Market Insights observes a 23% CAGR in global sports powders with plant-based positioning launched between 2016 and 2020. Popular ingredients include pea, stevia, leucine, isoleucine, valine, alanine, arginine, glutamine and glycine.

Plant protein can offer recovery benefits after exercise, while pre- and probiotics target a healthy gut and more energy.North America is the leading region, followed by Western Europe. Australasia, following in third place, is also the fastest-growing region, with a 78% CAGR. Still, North America has more than four times the launches that Australasia does.

In a few industry examples, DSM is targeting the diversifying plant-based sports nutrition market with its upcoming CanolaPro launch across Europe and North America.

Hum Nutrition launched its latest product, Core Strength, a low FODMAP certified vegan protein powder to help build lean muscle, while Laird Superfood unveiled a plant-based protein powder last year, containing naturally occurring amino acids.

Age of the influencer
The launch has recruited Earthy Andy, an online advocate of a vegan lifestyle and Hawai’ian mantra “guided by love.”

Highlighted in Innova Market Insights’ 2021 trend “Age of the Influencer,” the market researcher expects an expanding diversity of influencers will drive brand trust and credibility. 

Professional footballers Mathieu Flamini and Mesut Özil partnered with the University of Westminster to launch a new range of health supplements for the Unity brand. Also, actor Jennifer Aniston joined Vital Proteins to “shake up the wellness industry.”

As part of Nutritional Growth Solutions’ move into China, the company signed a deal with child celebrity and social media influencer Gavin Thomas in March, who has more than 8 million followers on Chinese social media platforms and has featured on China’s edition of ELLE Magazine.

Still, two in five global consumers say they don’t believe that vloggers, bloggers and influencers are honest about the products they promote. A Safefood study in June flagged that active social media presence from health professionals and scientific experts is crucially lacking in online discussions regarding healthy diets.

A shifting industry
Last year, NutritionInsight spoke with NB Pure’s marketing director about the notable parallels between the marketing worlds of sports and nutrition.

“Sports is so nutrition-focused these days that it almost goes hand-in-hand. Athletes are obsessed with playing into their forties, and beyond that, even 18-year-old rookies are arriving into leagues educated about efficient wellness routines,” RJ Carvis asserts. 

“Along with that, sports require you to wear many hats and have a self-starter mentality, which is a recurring theme in my natural space career as well,” he maintains.

Edited by Anni Schleicher