Kinetica has revamped and relaunched its ready-to-drink (RTD) Milkprotein shake in a bid to position it for a new wave of consumers in the sports nutrition category.
The packaging is designed to accentuate the core protein message while reinforcing the brand’s natural credentials and positioning for lifestyle consumers.
The all-natural shakes are available in Strawberry, Banana and Vanilla Caramel flavours. They deliver 27g of protein per 330ml bottle, contain no added sugar, and come in at 170kcals.
Paul Donegan, business manager at Kinetica Sports UK & Ireland, commented on the move: “The relaunch comes at a time when protein is out-growing both the core grocery market as well as relevant categories such as cereal bars and flavoured milk. This provides lucrative opportunities for retailers, to use protein as a source of competitive advantage”.
He adds: “While our core sports nutrition market remains an important area of focus, other consumer groups such as women, lifestyle and health conscious consumers are increasingly relevant. Protein is beginning to challenge more traditional convenience purchases, as consumers become increasingly knowledgeable about its benefits around aiding recovery and replenishment.”
Focus group research carried out on behalf of Kinetica recently found that most of the young active males surveyed said they buy RTDs on the spot from vending machines or gyms and that RTD protein shakes are part of their everyday consumption.
“Our focus research demonstrated that RTD protein shakes are no longer seen as the domain of the ‘muscle body builders/bulkers’ but a ‘must have’ in the sports bag. A ritualistic part of post exercise rehabilitation,” said Donegan.
