Simply Tera’s debuts organic whey protein powder rebrand in 100% PCR tubs

14 Oct 2021 --- Simply Tera’s, formerly Tera’s Whey, has rebranded its packaging with 100% post-consumer recycled (PCR) materials, making the entire package (canister, cap, scoop and label) fully recyclable. Moreover, its powders are now made with organic whey protein from Organic Valley’s co-op of US organic dairy farmers.

Simply Tera’s three lines of organic, pure and goat whey protein powders are all made with rBGH-free dairy and two to five ingredients. 

Each variety contains all nine essential amino acids (EAA) and is cold-pressed to preserve the amino acids and maximize nutrient bioavailability. The whey protein provides higher concentrations of branched-chain amino acids (BCAA), where plant-based protein powders “may fall short,” says the company.

The dairy in Simply Tera’s organic whey protein comes from Organic Valley’s co-op of small family farms, raising healthy cows outside on pasture. The farms are USDA-certified organic and do not use artificial hormones, GMOs or antibiotics. The product is also free from artificial fillers or toxic pesticides.

Burgeoning organic trends
According to Innova Market Insights, 16% of global consumers view recycled packaging’s end-of-life disposal as the “most eco-friendly,” just behind biodegradable (41%) and compostable (20%), but ahead of reusable (14%) and bio-based (10%). 

Simply Tera’s three lines of organic, pure and goat whey protein powders are now packaged in 100% PCR tubs.Furthermore, organic foods are growing rapidly. As shelf-stable products rise in popularity, the Simply Tera’s and Organic Valley collaboration banks on the two converging trends. 

While the global increase for NPD with a health-related claim is relatively steady, organic claims are seeing a much steeper trajectory. Between 2018 and 2019, there was a year-over-year growth of 32%.

Interestingly, a 2019 Innova Market Insights survey found that 63% of global consumers believed that organic food and drinks are healthier than products that are not organic. 

The new on-pack graphics further demonstrate the protein powder brand’s commitment to the move toward “clean and modern sustainability.” Notably, Simply Tera’s has pledged to become 100% carbon neutral by 2024.

New packaging formats for whey protein
Whey protein packaging is taking on new dimensions. In previous interviews with PackagingInsights, Bio-Synergy discussed the merits of its protein shake vending machine at pharmacy chain Boots in the UK.

Sports nutrition supplement specialist Gnarly Nutrition further transitioned to tin-coated steel cans, eradicating all plastic tubs from its products.

PackagingInsights also recently spoke with design creatives about the most impactful trends in packaging design in a recent Special Report.

Edited by Anni Schleicher