Maxinutrition & Lawes Unveil Expanded Range

MaxiNutrition has launched its latest breakthrough, described by the sports nutrition brand as a ‘world’s first’, with the unveiling of a Creatine Milk with the help of brand ambassador and England rugby star Courtney Lawes. 

The launch is the latest step for the rebranded company, after the beginning of 2014 saw Maximuscle become MaxiNutrition, with the brand switching focus to making protein relevant for everyone from elite athletes to light exercisers. 

The consumer campaign feedyourmuscles, which will run throughout the year, aims to educate everyday exercisers on the benefits of protein-based sports nutrition in a visual and verbal style that feels more approachable and relevant to them. 

The new product delivers 3g creatine and 30g protein is the first ready-to-drink protein milk with liquid creatine, an amino acid normally found in a powdered state. 

Chris Harrison, GSK Scientist and creator of Cyclone Milk said: ‘This has been two years in the making and the research we have done into stabilising creatine in liquid is extensive. I managed to stabilise creatine in a milk format by using the natural protective properties of whey and milk proteins. It’s a great achievement for me and for the team at GSK who have worked on this.’

Craig Read, MaxiNutrition’s marketing director, commented: ‘We are very excited to be launching the World’s 1st Creatine Milk delivering 3 grams of creatine. It is a great new product that will offer our consumers a convenient way to consume protein and creatine after they have exercised. The Cyclone is already an award winning sub-brand and we hope that the new ready-to-drink Cyclone milk will further broaden its appeal.’

Read spoke to sportindustry.biz earlier this year to discuss the change of direction of the brand. Read the full interview here.