Maximuscle Confirms Nutrition Rebrand
In January 2014 sports nutrition brand Maximuscle will be renamed Maxinutrition, as part of a long-term strategy to broaden the relevance and appeal of protein that will also see the launch of a new consumer campaign, feedyourmuscles.
According to the brand, 80% of the 7,000,000 people in Britain who exercise regularly each week do not understand the benefit protein-led sports nutrition can provide.
The traditional Maximuscle products will now become part of the new Maxinutrition range and be divided into four ranges: Recover and Rebuild; Mass and Size; Strength and Power; and Lean Definition.
From next month, the brand will be focused on making protein relevant for everyone from elite athletes to light exercisers, and will launch feedyourmuscles in February 2014.
Using real people, the campaign will educate everyday exercisers on the benefits of protein-based sports.
Craig Read, Maxinutrition’s marketing director, said of the rebrand: ‘The shift from Maximuscle to Maxinutrition will allow us to leverage our expertise around protein based nutrition to benefit a broader consumer base. Protein is a key ingredient in a healthy balanced diet and is responsible for vital functions within the body. It is particularly important when doing exercise to encourage muscle growth and recovery. The simplified Maxinutrition ranges will make choosing the appropriate product easier.’
‘There will also be clear guidance to help people achieve their goals in a healthy and effective way. The new range will make it easier for consumers who exercise regularly to understand the benefits of protein and help them to choose the right product for them.’
The role of protein in improving human performance is one of the first research studies to be undertaken by the GSK Human Performance Lab, and will help in differentiating Maxinutrition products.
The GSK Human Performance lab is a new research facility working in partnership with individuals and organisations committed to elite human performance –
professional athletes, sports National Governing Bodies, sports teams, military personal, extreme explorers.
Once achieved, the science can be applied to producing products that not only meet, but anticipate our consumers’ health needs, allowing them greater access to technology or products that are proven to enhance human performance and wellbeing.
