Sports brand PhD Nutrition has launched a range to capitalise on the growing free-from trend.
Targeted at fitness fans who eschew protein-rich sports nutrition products for being ‘too complicated’ or ‘unnatural’, Natural Performance makes use of ingredients such as dandelion greens, pea protein, matcha tea, bee pollen powder, brown rice protein, and apple cider vinegar powder.
The new lineup - available now - comprises five SKUs including Performance Greens, a blend of 16 plant proteins and fruit extracts (rsp: £19.99/165g); and Protein Superfood Smoothie, a mango & banana-flavour blend of pea protein and coconut milk that delivers 20g of protein per 130g squeezable pouch (rsp: £2.49).
The rollout will tap shoppers’ enthusiasm for free-from products that has seen the category add 18.6% to its value, with sales worth £119.8m on volumes up 17.2% [Nielsen 52 w/e 13 August 2016].
PhD Nutrition’s NPD promises to help consumers ‘recover faster, look better and tone up in a healthy way’. Its launch is being fronted by London 2012 Olympic gold medal winning boxer Luke Campbell, a “firm believer in eating clean and training hard”.
He said: “The new range offers athletes from all sporting disciplines the opportunity to incorporate natural products into their regimes.”